IBM –
Outthink Melanoma

The problem
How do you get Australians to understand and care about something as complex and intangible as IBM Watson, a cognitive computing system?

The solution
Make it personal.
We created Outthink Melanoma, a campaign demonstrating how IBM Watson can help win the fight against a disease that kills one Aussie every six hours and affects the lives of thousands more.The 360 campaign, which involved a custom-created Watson Smart Mirror and a social media rallying call, allowed Australians to both understand Watson's work and to contribute to it.

Awards & recognition
Bronze – APAC Effies 2018
Winner – Webby Awards 2018 | Best Use of Machine Learning
Bronze - Clio Awards 2017 | Innovation | Product Innovation
Shortlist - Clio Awards 2017 | Clio Health
Shortlist - Cannes Lions 2017 | Health And Wellness | Health & Wellness Tech
Shortlist - Cannes Lions 2017 | Creative Data | Creative Data Collection & Research
Shortlist - Cannes Lions 2017 | Design | Digital Installations & Events
Shortlist - Cannes Lions 2017 | Digital Craft | Curation of Data
Shortlist - Cannes Lions 2017 | Digital Craft | Augmented Reality
Shortlist - Cannes Lions 2017 | Media | Use of Technology
Shortlist - AC&E Awards 2017 | Integrated Campaign
Shortlist - AC&E Awards 2017 | PR Campaign
Shortlist - AC&E Awards 2017 | Digital & Social Advertising
Shortlist - AC&E Awards 2017 | Data Visualisation
Shortlist - Spikes Asia 2017 | Media | Use of Technology
Shortlist - Spikes Asia 2017 | Design | Digital & Interactive Design