In a full-page ad in the September 2013 issue of Fortune magazine, for example, the Disney Institute pitched its “collaborative approach from insight to implementation” using an image of a cluster of fresh-faced, corporate-casually dressed folks staring skyward at a light-bulb cloud in the shape of the letters “D’THINK.” And for its 2014 digital New Year’s message, IBM commissioned a short film in which a multicultural troop gathers at a wall of dangling pull-cords to illuminate a light-bulb sculpture mounted above in the shape of the company’s “Smarter Planet” logo.