The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
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Category
Community Building
Annual ID
OS_PR17058M
About the Work
IBM Watson is an artificial intelligence that works with humans. But many didn't understand his capabilities or business applications. So, he chose an unexpected industry to work in: fashion. And Melbourne Spring Fashion Week was the perfect stage to showcase Watson’s capabilities. Using visual recognition, IBM Watson analyzed over 500,000 images from fashion archives and fashion photos from prominent instagram users to provide insights on next season's popular colours and styles. His insights helped Jason Grech, an Australian fashion designer to design world’s first cognitive couture collection. The collection was successfully launched at the opening gala show of Melbourne Spring Fashion Week. The partnership was shared across digital and social channels and newspapers. As a result, the press took notice and fashion retailers have lined up to work with Watson.
2017 Awards
Total Points: 5
Merit
Credits
Agency
Ogilvy & Mather Singapore / Singapore
Production Company
Jason Grech / Sydney
Hogarth & Ogilvy Singapore / Singapore
Andrew Maccoll / Sydney
Art Director
Ginny Lim
Chief Creative Officer
Eugene Cheong
Creative Director
Mervyn Rey
Rob Morrison
Designer
Jason Grech
Kevin Wijaya
Director
Angus Gordon
Executive Creative Director
Nicolas Courant
Photographer
Andrew Maccoll
Producer
Alexis Lefort
Writer
Aritra Dutta
Simon Jenkins
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