ShowBusinessMan:
IBM

IBM breaks a series of new television ads that evolve the Smarter Planet campaign with a new creative look and feel. The television advertising provides a very different creative look for IBM, one that is a bit more visually distinctive. The smarter analytics campaign.

“All in the Cloud”, the most ambitious of the commercials, tapped 32 animators, illustrators, designers and modelers who worked for eight weeks to create a world that one could imagine in the clouds. Everything in the spot was painted by hand and then mapped onto 3D wireframes to create the completely bespoke look. Each character has a back story which sparked the animators’ imaginations. Every “location” was extensively researched to make sure the transformed world looked like the real one.

Credits:
Ad Agency: Ogilvy & Mather
Mike Hahn, Art Director/Group Creative Director
Ryan Blank, Copywriter/Group Creative Director
Susan Westre, Worldwide Executive Creative Director
Steve Simpson, Chief Creative Officer, North America
Fred Kovey, Copywriter
Andrew Mellen, Copywriter
Jillian Abramson, Art Director
Lee Weiss, Executive Producer
Jess Latour, Production Coordinator
Dave Lambert, Assistant Producer
Karl Westman, Executive Music Supervisor

Production Company: Psyop/Smuggler
Director: Psyop
Psyop Creative Directors: Marie Hyon, Marco Spier
Executive Producer: Lucia Grillo
Senior Producer: Crystal Campbell
Associate Producer: Kay Chen
Storyboard Artist: Ben Chan
Design: Ben Chan, Laurean Indovina, Eunice Kim, Sam Ballardini, Mara Smalley, Paul Cayrol
CG Lead: Mark Rohrer
CG: Kitty Lin, David Han, Roman Kobryn, Dan Fine, Todd Daniele, Soo Hee Han, Rie Ito, Rick Fronek, Vadim Klyaev, Sylvia Apostol, Shuchen Lin, Denis Kozyrev, Fabio Piparo, Dave White, Rie Ito Gregory Ecker, Eric Chou, Consuelo Macri, Chang-Pei Wu, Joerg Liebold, Bogdan Mihajlovic
Lead Compositor: Manu Gaulot
Compositor: John Loughlin, Herculano Fernandes, Carl Mok
Flame: Jamie Scott
Editors: Cass Vanini, Jonathan Flaum
Music: Pulse Music

IBM unveils its sixth annual "Next 5 in 5" — a list of innovations with the potential to change the way people work, live and play over the next five years. The Next 5 in 5 is based on market and societal trends expected to transform our lives, as well as emerging technologies from IBM's Labs around the world that can make these innovations possible.

In this installment: you will be able to power your home with the energy you create yourself; you will never need a password again; mind reading is no longer science fiction; the digital divide will cease to exist; and junk mail will become priority mail.

Every year IBM makes predictions about 5 technology innovations that stand to change the way we live within the next 5 years, (above) IBM introduces us to Cognitive Computing. Thought your smartphone was smart? In five years our computers just might be: Tasting, Smelling, Hearing, Seeing, and Touching everything for us. (5 senses videos below).

The goal of cognitive computing is to get a computer to behave, think and interact the way humans do. In 5 years, machines will emulate human senses, each in their own special way.

“With all due respect to current technology, our computers today are just large calculators,” said Paul Bloom, the CTO of Telecom Research at IBM. “They calculate very fast and lots of data, but they really don’t think.”

"This is really an assistive technology," commented Dr. Bernard Meyerson, IBM's VP of research. "It can't go off on its own. It's not designed to do that. What it's designed to do, in fact, is respond to a human in an assistive manner. But by providing a human-style of input, it's freed us from the task of programming and moved to the task of training. It simply has — not more intelligence — but more bandwidth, and there's a huge difference between the two."

Smell:

In 5 years, computers will have a sense of smell. We will see vast advances where sensors will be equipped to smell potential diseases that feed back into a cognitive system to tell us if they suspect a possible health issue. Your phone will detect if you're coming down with a cold or illness before you do.

Taste:

In 5 years, a computer system will know what you like to eat better than you do. A machine that experiences flavor will determine the precise chemical structure of food and why people like it. Not only will it get you to eat healthier, but it will also surprise us with unusual pairings of foods that are designed to maximize our experience of taste and flavor. Digital taste buds will help you to eat smarter.

Sight:

In 5 years, computers will not only be able to look at images, but understand them. Computers will be trained to turn pictures and videos into features, identifying things like color distribution, texture patterns, edge information and motion information. A pixel will be worth a thousand words.

Touch:

In 5 years, you will be able to touch through your phone. IBM is working on bringing a sense of touch to mobile devices, and bringing together virtual and real world experiences for a number of industries including retail. Shoppers will be able to "feel" the texture and weave of a fabric or product by brushing their finger over the item's image on a device's screen.

Hearing:

In 5 years, computers will hear what matters. Hearing systems of the future will be trained by 'listening' to sounds and will use this input to start detecting patterns and building models to decompose sounds. Machines will be used to predict when a tree might fall or to translate "baby talk" so parents understand if a baby's fussing indicates hunger, tiredness or pain.

Streaming data from the most sophisticated Operation Center in the world, located in Rio de Janeiro, where the first live generative art banner was created by IBM.More than 200.000 people were impacted per day, showing that real data visualization weather forecast can provide a quick and qualitative understanding of information that helps citzens to make better and safer decisions.

Credits:
Advertising Agency: Ogilvy, Brazil
Executive Creative Director: Marcos Ribeiro
Copywriters: Marcos Ribeiro, Rafael Campos, Leandro Neves
Art Directors: Marcos Ribeiro, Micky Huang, Renato Rozenberg, Mussashi Shintaku
General Manager: Maurício Tortosa
Regional Business Director: Chad Cathers
Account Director: Carla Parretti
Account Supervisor: Bruno Perez
Media Director: Gracieli Beraldi
Media Manager: Gabriela Nose
Media Assistants: Pedro Rotta, Gabriela Ricchetti
Planner: Tiago Sato