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The Voice of Art

basics
Industry: Electronics & Audio-Visual
Media:Radio
Market:Brazil
Style: Minimalism
descriptioncnen
BriefExplanation

Watson used data to make art pieces literally talk to visitors to the Pinacoteca Museum.Through the interaction of visitors with the application, Watson "listens" to what the user asks and turns that audio into text, using an API called Speech to Text.This text is sent to a manager where the IBM team maps the intentions of the questions and learns the answers with the help of curators and educators of the Pinacoteca Museum.With all this data already collected, Watson uses another API, called Machine Learning, that compares the question with all the answers and finds the best one for that particular situation.Finally, it converts the text back into audio, and makes the art talk to the visitor.
ScriptInEnglish

Free dialogues between IBM Watson and the visitors of the Pinacoteca Museum.
EntrySummary

72% of Brazilians have never been to museums nor art institutes because they do not relate and understand art.
credit
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Agency:
Executive Creative Director:
Creative Director:
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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
awards
Cannes Lions International Festival of Creativity 2017
Silver Radio
Use of Audio Technology
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