|Product / Service||IBM WATSON|
|Category||D01. Tech-led Brand Experience|
|Entrant||GEOMETRY OGILVY JAPAN Tokyo, JAPAN|
|Idea Creation||GEOMETRY OGILVY JAPAN Tokyo, JAPAN|
|Media Placement||AUR Tokyo, JAPAN|
|PR||AUR Tokyo, JAPAN|
|Production||BIRDMAN Tokyo, JAPAN|
|Doug Schiff||Geometry Ogilvy Japan||Chief Creative Officer|
|George Sugitomo||Geometry Ogilvy Japan||Executive Creative Director|
|Ricardo Adolfo||Geometry Ogilvy Japan||Executive Creative Director|
|Andy Fenning||Geometry Ogilvy Japan||Creative Director|
|Shintaro Hashimoto||Geometry Ogilvy Japan||Associate Creative Director|
|Toshikazu Suzuki||Geometry Ogilvy Japan||Senior Copywriter|
|Takashi Tsukamoto||Geometry Ogilvy Japan||Senior Art Director|
|Ririko Tatsumi||Geometry Ogilvy Japan||Art Director|
|Kasia Grabek||Geometry Ogilvy Japan||Art Director|
|Naoya Kataoka||Geometry Ogilvy Japan||Copywriter|
|Yutaro Nagata||Geometry Ogilvy Japan||Copywriter|
|Fumikazu Okajima||Geometry Ogilvy Japan||Designer|
|Morris Ku||Geometry Ogilvy Japan||Creative Video Director|
|Natsuki Tosa||Geometry Ogilvy Japan||Production Director|
|Junko Igarashi||Geometry Ogilvy Japan||Business Director|
|Wakaba Mikata||Geometry Ogilvy Japan||Account Manager|
|Mitsue Lin||Geometry Ogilvy Japan||Account Executive|
|Aki Sugawara||Geometry Ogilvy Japan||Creative Service Director|
|Naoko Ito||Geometry Ogilvy Japan||Strategy Director|
|Roy Ryo Tsukiji||Birdman||Creative Director|
|Yuta Toga||Birdman||Assistant Director|
|Yoshihiko Abe||Birdman||Art Director|
|Takeru Kobayashi||Birdman||Technical Director|
|Shudai Matsumoto||Birdman||Technical Director|
|Takahisa Maeda||Birdman||Back-End Engineer|
|Takumi Saito||Birdman||Front-End Engineer|
|Naoki Asou||hsbs||Front-End Engineer|
|Yoshihiro Miura||Birdman||Motion Designer Camera Technician|
|Yoko Kosins||Birdman||Project Manager|
|Naoaki Kitahara||Birdman||Project Manager|
|Tamami Maekawa||Birdman||Project Manager|
Last year, IBM decided to make a concerted effort to contribute towards tackling the aging problem in Japan. In making "Second Life," IBM has been able to make a difference in helping thousands of aged Japanese find new meaning in their lives through finding a career path, or one that could be more of a hobby, via IBM technology. To engage with seniors and introduce them to the "Second Life" algorithm, we created a series of brand experiences and activations in various locations in Japan.
Japan now has the world oldest population with more than 1 in 4 citizens over 65. And with life expectancy at 85, retirees are looking at 20+ years of feeling lonely and unproductive. IBM wanted to put their technological prowess to work, in order to begin to find answers to how seniors could live more productive, happier lives in their later years. The objective was to meaningfully demonstrate IBM's AI abilities; in a tangible way that would bring the foreign company closer to the Japanese people.
To help seniors find their calling after retirement, we wanted to use IBM's tech prowess and AI expertise. The idea was to create an algorithm that could learn to understand the unique personality traits of individuals. Then, by cross-referencing that data with professional occupation-based data we could see what kinds of positions might be right and satisfying to those seniors. The unique aspect of the algorithm was how it identified personality traits with specificity, leading to possibilities in their future that participants might not have thought of themselves.
We worked with senior organizations, retirement centers and recruited online as well to find seniors interested in seeking a more stimulating future. Fortunately, we found hundreds of seniors who had no fame or fortune. These typical aged Japanese participants more often than not discovered they had interests outside of their occupation, which led to more fruitful occupational suggestions. The youngest group we had as participants were verging on retirement, in their mid-60s, but the oldest were in their mid-90s.
After thousands of seniors were recruited, they answered simple questions via their voice, as Watson's AI analyzed and drew connections between a databank of occupations and characteristics, and those participants' personalities. The IBM algorithm cross-referenced occupational data with participants' traits via Watson's deep personality cognitive analytics. The platform has so far helped over 43,000 seniors find a fulfilling path they otherwise wouldn't have identified.
The campaign gained over US$3MM in media attention and 46 million impressions—quite a large number for a B2B effort—while helping over 43,000 seniors find passions they never may have been able to identify. In addition, the campaign received a 2020 D&AD Wood Pencil and has been accepted into the 2021 Communication Arts Interactive Annual.