Hello, my name is Watson
Watson is a supercomputer that understands natural language. It competed on Jeopardy! and beat the grand champions Ken Jennings and Brad Rutter. The event was televised in February 2011 and was watched by millions. We worked with Jeopardy! and IBM to create this integrated campaign, which explained the science behind the challenge and caught the public's imagination. IBM became a part of pop culture for the first time in years and Watson was named Webby Person of the Year. Watson's five-word Webby speech? "Person of the year, ironic."
CAMPAIGN OVERVIEW
VIDEO SERIES
Our eight-part series followed the development of Watson from a modest DeepQA machine to a formidable Jeopardy! contestant. Here are few selects.
Teaser (featured on NYTimes.com, Engadget, Gizmodo and many more)
Why Jeopardy!? (featured on LATimes.com, CNET, Crunchgear and Perez Hilton)
The Face of Watson (featured on Fast Company and Flowing Data)
Final Jeopardy! and the Future of Watson
Conan O'Brien seemed to like it
IBMWATSON.COM
The Watson site was featured on CNN's home page the day it went live.
WHAT POWERS WATSON
An interactive and shareable demo took users through the ins and outs of the Watson system – from its game interface to its cooling system.
THE SCIENCE BEHIND AN ANSWER
Finally, we created a deep-dive video explaining exactly how Watson answered a question.
Recognition Included:
Cannes
- Gold, PR, Technology and Manufacturing
- Silver, PR, Best Use of Live Events
- Shortlist, Titanium and Integrated
- Shortlist, Integrated Campaign led by PR
- Shortlist, Promo, Best Sponsorship or Partnership Campaigns
- Shortlist, Promo, Best Integrated Campaign led by Promotion and Activation
One Show
- Silver, Innovation in Advertising
- Bronze, Integrated Campaign
D&AD
- Wood Pencil, Integrated & Earned Media
Clio Awards
- Gold, Content & Contact
London International Awards
- Gold, Integrated Campaign
Role: Senior Copywriter, Creative Lead
Agency: Ogilvy