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- Derek Creative Director / Copywriter / Strategist
IBM: Outthink Melanoma
The majority of people know IBM but they don't know what they do. So how do you get Aussies to care about something they can't touch, see or experience? You tackle an issue close to every Australian's heart. Melanoma.
We invented the Watson Smart Mirror, a simple augmented reality skin check. By standing in front of the mirror, everyday Australians allowed Watson to analyse their age, gender, sunscreen coverage & calculate their overall risk.
And for those unable to meet Watson in person, we invited them to share their melanoma stories & photos on social media. As long as they used #outthinkmelanoma, the researchers were able to analyse the content using IBM Watson to ultimately learn from the experience of Australians.
This data helped Watson improve the accuracy of melanoma diagnosis from 60% with the naked eye to 91%. On top, it enabled Australians to understand the power of IBM.
- Project Roles
- Art Director, Copywriter, Creative Director, Writer, Creative Technologist
- Skills
- Conceptual, Content, Design, Digital, Digital Capture, Digital Tech, Editing, Editorial, Entertainment, Environments, Experiential, Film, Filmmaking, Integrated, Interaction, Interactive, Language: English, Lifestyle, Live Action, Location, Mobile, Post-Production, Print, Social, TV, Video Journalism, Creative Direction, Copywriting, Strategy, Wrangling - Celebrities, Wrangling - Creatives, Cat Herding, Content Strategy, Creative Strategy, Tech Strategy, Brand Strategy, Social Media Strategy
- Media
- Advertising, Case Study Videos, Commercials - Radio, Commercials - Video, Events, Social Media Content, Social Media Copy, Websites, Television, Film Editing, Billboards