Title | SECOND LIFE |
Brand | IBM |
Product / Service | IBM WATSON |
Category | D02. Innovative Use of Technology |
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 |
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.
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.