Not Easy

By Ogilvy, New York, USA


Winner in category Direct

In subcategory Business to Business

Project Description
Cognitive Music, a collaboration between Alex Da Kid and IBM Watson. Overall, Watson analyzed almost 2.8 million lines of text, thousands of songs, over 21,000 tweets and blogs that were relevant to the emerging themes in both music and culture. Alex could then interact with this data, dive into areas of interest, and find inspiration using an interactive experience built on Watson’s data and generated by the Cognitive Color Design Tool. Inspired by Watson’s findings and his own experience, Alex created a song about one of the most prolific themes over the last five years, ‘heartbreak.’
By partnering with a Grammy award-winning producer, IBM was able to penetrate culture and gain wide exposure for the Watson brand. We were able to demonstrate the possibilities of IBM Watson in creative industries, like music, allowing IBM’s core business audience and tech-minded millennials to imagine what IBM could do for their business.
Agency Solution
The campaign launched on October 21st with immersive, shareable content that told the deeper story of the collaboration while also driving song downloads and streams, resulting in audience engagement and earned media. Launch content included online video, TVC on Monday Night Football, content partnerships, an influencer launch event, interactive data visualization demo, radio idents across North American radio stations, and a media tour.
The collaboration on “Not Easy” transformed a multitude of data sets analyzed by Watson into an audio and visual experience in which Alex Da Kid’s audience was invited to participate. Alex interacted with this data and found inspiration using an interactive experience built on Watson’s data.
In collaboration with top artists Elle King, Sam Harris from X Ambassadors, and Wiz Khalifa, they created a song that resonated with audiences and demonstrated the growing potential of “cognitive creativity.”
Please rotate your device
to portrait orientation