SECOND LIFE

Bronze Spike

Demo Film

Presentation Image

TitleSECOND LIFE
BrandIBM
Product / ServiceIBM WATSON
CategoryD02. Innovative Use of Technology
EntrantGEOMETRY OGILVY JAPAN Tokyo, JAPAN
Idea Creation GEOMETRY OGILVY JAPAN Tokyo, JAPAN
Media Placement AUR Tokyo, JAPAN
PR AUR Tokyo, JAPAN
Production BIRDMAN Tokyo, JAPAN

Credits

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

Describe the creative idea

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.

Describe the execution

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. Touchpoints included recruitment centers, community centers and online. The youngest group we had as participants were verging on retirement, in their mid-60s, while the oldest was in his mid-90s. The platform has so far helped over 43,000 seniors find a fulfilling path they otherwise wouldn't have identified.

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