IBM had a problem. They had a cutting-edge cognitive computing system called Watson, but no one understood what it was or how cognitive computing works.

So what does it do? IBM Watson is actively learning to help solve some of Australia's greatest issues, like melanoma. It's working to improve melanoma detection accuracy rates from 60% to 91%, just by analysing data and research. An increase of 31% would mean thousands of lives saved every year. But no one knew about this.

So we invented the Watson Smart Mirror and created a campaign that asked Australians to not only understand Watson's work, but to also contribute to it. We wanted to a) create awareness for the work IBM was doing with MoleMap and the Melanoma Institute Australia, and b) allow ordinary Australians to experience how smart Watson really was and understand the power it has to help save lives.

IDEA
OUTTHINK MELANOMA

www.ibm.com/cognitive/au-en/melanoma/

Copywriter: Jane Le

AWARDS & RECOGNITION

Clio Awards 2017
Bronze - Innovation | Product Innovation
Shortlist - Clio Health

APAC Effies
Bronze - 2018

Webby Awards
Winner - 2018 | Best Use of Machine Learning

AC&E Awards
Shortlist 2017 | Integrated Campaign
Shortlist 2017 | PR Campaign
Shortlist 2017 | Digital & Social Advertising
Shortlist 2017 | Data Visualisation

Cannes Lions
Shortlist 2017 - Health And Wellness | Health & Wellness Tech
Shortlist 2017 - Creative Data | Creative Data Collection & Research
Shortlist 2017 - Design | Digital Installations & Events
Shortlist 2017 - Digital Craft | Curation of Data
Shortlist 2017 - Digital Craft | Augmented Reality
Shortlist 2017 - Media | Use of Technology

Spikes Asia
Shortlist 2017 | Media | Use of Technology
Shortlist - Spikes Asia 2017 | Design | Digital & Interactive Design

Local influencers kick started our social media campaign, inviting others to share their stories on the hashtag #outthinkmelanoma