The Voice of Art

By Ogilvy, São Paulo, Brasil


Winner in category Digital

Project Description
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.
Agency Solution
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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