Category: Electronics, Technology
Media: Film/ Web Film
Brand: IBM
Agency: Ogilvy
Geo: France
Advertising Agency: Ogilvy, Paris, France
Executive Creative Directors: Emmanuel Lallevé
Managing Director: Emmanuel Ferry
Creative Director: Susan Westre
Copywriters: Johan Leborg, Nick Bakshi
Art Directors: Josiah Jones, Edward Macaulay, Erika Reyes
Global Business Director: Mary McFarland
Business Director: Joyce Pucheu
Account Manager, IBM Europe: Margaux Pennes
Advertising Manager: Lily Sorbara
Photographers: 5Fruits, Sean Freeman, Andrew B Meyers, Amy Currell, Carl Kleiner, Gustav Almestâl, Marion Luttenberger
Director: Tristan Bensaïd
Production Manager: Antoine Bagot
Producers: Muriel Benitah, Marine Redon
Art Buyer: Veronique Chalencon
Published: May 2017
Description: Can an A.I. computer understand what tastes good?
Meet "Chef Watson"!
IBM wants to make its Artificial Intelligence (AI) system, Watson, more familiar to the world.
People in the tech world understand AI and cognitive computing, but it can be intimidating to anyone else. So, Ogilvy Paris and IBM chose something that everyone can relate to – food – to bring an awareness about Watson to a wider audience.
Explained Susan Westre, ECD Ogilvy Paris who oversees the IBM global creative direction, "To create a challenge for the AI Chef Watson, we added the constraint of having Watson come up with recipes where the 4 main ingredients always had to start with the letters E, A, T & S."
“Food Art” was the result, as a way to lure people into looking deeper into Chef Watson. The recipes were both unusual and delicious.
Film advertisment created by Ogilvy, France for IBM, within the category: Electronics, Technology.