| Title | IBM COGNITIVE COLLECTION |
| Brand | IBM |
| Product / Service | IBM WATSON |
| Category | D01. Curation of Data |
| Entrant | IBM Singapore, SINGAPORE |
| Idea Creation | OGILVY & MATHER SINGAPORE, SINGAPORE |
| Production | HOGARTH & OGILVY SINGAPORE, SINGAPORE |
| Name | Company | Position |
|---|---|---|
| Eugene Cheong | Ogilvy & Mather Singapore | Chief Creative Officer |
| Nicolas Courant | Ogilvy & Mather Singapore | Executive Creative Director |
| Mervyn Rey | Ogilvy & Mather Singapore | Creative Director |
| Jason Grech | Jason Grech | Fashion Designer |
| Ginny Lim | Ogilvy & Mather Singapore | Senior Art Director |
| Aritra Dutta | Ogilvy & Mather Singapore | Senior Copywriter |
| Simon Jenkins | Ogilvy & Mather Singapore | Senior Copywriter |
| Kevin Wijaya | Ogilvy & Mather Singapore | Designer |
| Charlie Lowe | Ogilvy & Mather Singapore | Regional Strategy Director |
| Soohan Han | Ogilvy & Mather Singapore | Regional Group Account Director |
| Catherine Francis | Ogilvy & Mather Singapore | Account Director |
| Alexis Lefort | Hogarth & Ogilvy Singapore | Lead Producer |
| Angus Gordon | Hogarth & Ogilvy Singapore | Director |
| Andrew Maccoll | Andrew Maccoll | Photographer |
| Rob Morrison | Ogilvy Sydney | Creative Director |
| Magdalena Trajkoska | Ogilvy Sydney | Social Strategist |
| Sam McDougall | Ogilvy Sydney | Social Media Manager |
| Jennifer Stalker | Ogilvy Sydney | Account Director |
| Taylor Freely | Ogilvy Sydney | Account Executive |
IBM Watson can ingest and make sense of a huge amount of data. But people didn’t understand the IBM Watson can ingest and make sense of a huge amount of data. But people didn’t understand the benefit or result of this. So to highlight the capability of Watson we show how Watson can turn hard, cold data into something some soft and beautiful like a Couture Collection. Watson analysed over 500,000 images from 10 years of fashion archives and social platforms to give insights on colours, styles and fabrics that will trend next season and helped Jason Grech create the World’s first cognitive collection.
We created print ads, display advertising, and content was seeded across digital and social platforms to create awareness of the successful application of IBM Watson to the fashion industry. Melbourne Spring Fashion Week launched the campaign, where we showcased Watson’s capabilities on the runway. We also held an exclusive dinner for industry decision makers where Jason explained how he utilised IBM Watson in developing his collection. Followers were kept up to date with videos and images documenting the process from conception to runway, and an immersive 360° video showcased Watson’s contribution across each piece of the collection. A website housed all the content we generated around the partnership, including educational content on the Watson tools Jason applied to his business. The website also provided further content on cognitive technologies and a link to trial IBM Watson’s APIs to demonstrate ease of use and capture new business leads.