How can IBM demonstrate how Watson Discovery can quickly analyze structured and unstructured data as a resource for medical research and investment banking… and how can they do it at the Grammy’s?
Agency: Havas Worldwide NYC
Executive Creative Director: Gunnar Kiene
Concept: Christian Ianniello and Jared Young
IBM Watson knew they wanted to do something big at the GRAMMYS… they just didn’t know what that was. It was up to our team to create a fun and engaging idea that went beyond the screen. While IBM Watson is an AI that can make millions of connections a minute but what they need was for us to make this connection for them.
Creative Directors: Gunnar Kiene
Copywriter: Christian Ianniello
Art Direction: Jared Young
GRAMMYConnect is where science meets art. It takes millions of articles, interviews and facts about your favorite musicians and uncovers hidden connections.
Explaining how IBM Watson works can be difficult. Explaining to your CD that the insight for GRAMMYConnect came from the thought “What would it look like if Iggy Azaela thanked Tom Waites” in an acceptance speech… even harder.
