Title | SECOND LIFE |
Brand | IBM |
Product / Service | IBM WATSON |
Category | I07. Corporate Purpose & Social Responsibility |
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 |
Name | Company | Position |
---|---|---|
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 |
Masaharu Miyasaka | Birdman | Director |
Yuta Toga | Birdman | Assistant Director |
Yoshihiko Abe | Birdman | Art Director |
Shoya Ozawa | Birdman | Designer |
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 |
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.
We worked with senior organizations, community offices, retirement centers and recruited online as well to find seniors interested in finding 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 through IBM technology, 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, 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.
The “Second Life” project took well over a year to produce. First came the desire on the part of the IBM Japan CMO, Lisa Gilbert, to create an IBM brand project using Watson which could produce a meaningful effort in helping with the aging challenges in Japan. Looking at all that IBM offers, the agency worked closely with IBM Japan and looked into ways that Watson’s AI data analytics could be used. After coming up with the general idea of creating an algorithm that could look into the personalities of individuals and cross reference that data with professional position-based data we could gather, we decided that this direction would have a lot of merit and moved forward by both using the IBM personality index API and adding our own data-retrieving personalized software.