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The Voice of Art

Industry: Electronics & Audio-Visual
Style: Minimalism

Earned media valued at US$ 3.3 million; more than 50 local and international PR stories, including a 4-minute segment on Brazil’s leading soft news TV show; highest organic reach (+1M) and engagement rate (37% - our average is 3%) on the history of IBM Brazil’s Facebook page; +6M views on YouTube and Facebook to date, being +280K organic views; 340% increase on the number of Pinacoteca’s visitors week to week; due to its huge success, the project was extended for a 2 extra months. But more than that, it has already delivered business results: 4 new client opportunities for IBM, including another big museum, what proves that the results were positive in different spheres.

With a market estimated in US$ 1.2 billion for 2017, artificial intelligence (A.I.) is the new technology frontier. IBM owns the most advanced A.I. platform in the world – Watson –, which has been disrupting industries such as healthcare, education and finance. However, in Brazil, people’s familiarity with A.I. is still superficial when compared to that of other countries. Also, brands such as Microsoft and Google have a high awareness in the category, threatening IBM despite its pioneering. So, positioning the IBM brand as the leader in A.I. and the only one that can bring it to life have become a priority, specially this year, when IBM celebrates its centennial in Brazil. To do so, a traditional advertising campaign wouldn’t be enough. A memorable experience with Watson would be crucial to make people feel the impact A.I. and Watson can bring to their lives and how it can transform businesses.

Pinacoteca’s curators picked a selection of art pieces from the permanent collection of the museum that covered the history of Brazilian Art. Together with the Watson team, the curators spent 6 months teaching the system everything about the art pieces: it’s history, authors, curiosities, context, relation to today’s events etc. We developed an app with Watson Cognitive Capabilities and through a beacon system it recognized where the users were and to which art piece to talk to. All the experience with the app and within the museum was created considering a broader audience so it could be used by anyone: from 10 to 100 years old. And Watson learning didn’t stop at the release of the project - it will continue learning with users, throughout the entire period in which it will be available at Pinacoteca.

The strategy was to put all Watson's cognitive power into a mobile app made available to visitors to the Pinacoteca Museum.This application uses several Watson APIs to recognize visitors' questions, identify the intent of those questions, and deliver specific answers. In addition, we incorporate a system in the museum building that recognizes the presence of the visitor in front of the piece of art and begins the interaction with the application in their hands.It is new tool that allows the visitor to have a completely new experience and turns the museum into a place of technological experimentation.

72% of Brazilians have never been to museums nor art institutes because they do not relate to or understand art. We then created “The Voice of Art”, a project in partnership with Pinacoteca, São Paulo’s oldest museum, known for its innovative vein. Initially for two months, Pinacoteca’s visitors could use an exclusive app to literally talk to seven art pieces of the collection, asking them whatever they wanted, the way they wanted; the response was given by Watson through its Brazilian voice in real time and natural language, explaining subjects such as the history behind the piece, art techniques and styling, and even the relationship with current topics. It was a creative and unprecedented idea that not only brought museum visitors’ experience to a new level and generated awareness to Watson: it also made Brazilians become more open to and interested in art.
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Other credit:Entrant Company: OGILVY BRASIL, São Paulo, Brazil
Additional Company: IBM BRASIL, São Paulo, BRAZIL
Broadcast Production Director, Rafael Rosi, Ogilvy Brasil
Executive Producer, Cecília Taioli, Ogilvy Brasil
VP Executive Creative Director, Claudio Lima, Ogilvy Brasil
User Experience Manager, Marcela Coutinho, Ogilvy Brasil
UX Designer, Fernando de Souza, Ogilvy Brasil
UI Designer, Flávia Goulart, Ogilvy Brasil
Motion, Tulio Inoue, Ogilvy Brasil
Advertiser Supervisor, Fabiana Galetol, IBM Brasil
Advertiser Supervisor, Gisele Lloret, IBM Brasil
Advertiser Supervisor, Mauro Segura, IBM Brasil
Executive Producer, Marcela Sutter, Bando Studio
Director Photography, Vagner Jabour, Bando Studio
Post coordinator, Ruda Cordaro, Bando Studio
Music Artist, Ruriá Duprat, Banda Sonora
Audio production, Eduardo Santos, Banda Sonora
Account Assistant, Gabriela Castejon, Ogilvy Brasil
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