The One Show
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Category
Craft / Use of Technology
Annual ID
OS_EX21_068M
About the Work
Japan now has the world oldest population with more than 1 in 4 citizens over 65. And with life expectancy at 85, retirees are looking at 20+ years of feeling lonely and unproductive.
To meet the challenge, and help seniors find their calling after retirement, IBM’s "Second Life" platform cross-references occupational data with participants’ unique personality traits via Watson's deep personality cognitive analytics.
The campaign gained over US$3mm in media attention, 46 million impressions while helping over 43,000 seniors find passions they never may have been able to identify.
To meet the challenge, and help seniors find their calling after retirement, IBM’s "Second Life" platform cross-references occupational data with participants’ unique personality traits via Watson's deep personality cognitive analytics.
The campaign gained over US$3mm in media attention, 46 million impressions while helping over 43,000 seniors find passions they never may have been able to identify.
2021 Awards
Total Points: 3
Merit
Credits
Agency
Geometry Ogilvy Japan / Tokyo
Production Company
BIRDMAN / Tokyo
Art Director
Kasia Grabek
Ririko Tatsumi
Yoshihiko Abe
Associate Creative Director
Shintaro Hashimoto
Chief Creative Officer
Doug Schiff
Copywriter
Naoya Kataoka
Yutaro Nagata
Creative Director
Andy Fenning
Roy Ryo Tsukiji
Designer
Fumikazu Okajima
Shoya Ozawa
Director
Masaharu Miyasaka
Executive Creative Director
George George Sugitomo
Ricardo Adolfo
Strategy Director
Naoko Ito
Motion Designer Camera Technician
Yoshihiro Miura
Senior Art Director
Takashi Tsukamoto
Senior Copywriter
Toshikazu Suzuki
Account Executive
Mitsue Lin
Account Manager
Wakaba Mikata
Assistant Director
Yuta Toga
Back-End Engineer
Takahisa Maeda
Business Director
Junko Igarashi
Creative Services Director
Aki Sugawara
Front-End Engineer
Naoki Asou
Takumi Takumi Saito
Morris Ku
Morris Ku
Production Director
Natsuki Tosa
Project Manager
Naoaki Kitahara
Tamami Maekawa
Yoko Kosins
Technical Director
Shudai Matsumoto
Takeru Kobayashi
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