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    IBM Launches APAC Social Series on Technology and AI

    By Asia Ad Junkie - Nov 10, 2020
    IBM Launches APAC Social Series on Technology and AI

    IBM’s first major APAC social media campaign answers questions like, how can technology and artificial intelligence keep tea free of impurities? How can it craft the perfect pint? How can it make part-time home offices ready for full-time work?

    Created for Ogilvy Singapore by Heckler Singapore, each of the twenty, 15-second videos starts with a question followed by an animation illustrating how IBM technology is providing AI solutions across different industries.

    “It’s not easy to translate a wide range of technology solutions like AI, Blockchain, and the Cloud into engaging, social-first content that performs across different markets in the APAC region,” said Dathesh Rao, consolidated advertising lead, IBM Asia Pacific. “But we’ve pulled it off with ease thanks to our amazing team at Ogilvy and Heckler. So far, the campaign has delivered results beyond our expectations, and our audiences are really taking a deeper interest in IBM solutions.”

    Other film subjects include unearthing geoglyphs from the sky, how technology can outsmart power outages, and how the cloud can power up your credit card. A team of designers worked for five months on the campaign delivering one video a week.

     

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    “Given the tight weekly timelines and the restrictions around working during a global pandemic, the Heckler team was the perfect creative partner for this project,” said Merv Rey, regional creative director, Ogilvy Singapore.

    Heckler used 2D and 3D animation, live-action, and mixed media to create the series of social videos for IBM’s Twitter and LinkedIn channels, with language adaptations for Chinese and Korean markets.

    “It was a really interesting project to work on, from helping conceptualize to crafting each piece,” said Fede Mohr, director of the campaign and CD at Heckler. “The campaign needed to be consistent with the brand so we developed a graphic language that lives within the IBM guidelines to work with. It was great to collaborate with the creatives at Ogilvy and help bring each piece to life.”

    “This was a great opportunity to work with an iconic global brand to help them share the capabilities AI can bring to a range of industries,” added Charu Menon, executive producer at Heckler Singapore. “We enjoyed crafting these videos in a motion design language that is high end and so satisfying to watch.”

     

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    Credits

    Client: IBM

    Agency: Ogilvy Singapore
    Creative Director: Merv Rey
    Associate Creative Director (Art): Ginny Lim
    Associate Creative Director (Copy): Aritra Dutta
    Agency Producer: Alexis Lefort
    Account Director: Huib Koch

    Production Company: Heckler Singapore
    Director: Fede Mohr
    Executive Producer: Charu Menon
    3D Artists: Ruiting Wang, Karthik Pakriswamy, Cody Amos, Yong Soon, Dan Braga, Camilo Veliovich, Reynard Adrianto

    3D FX: Cody Amos
    Compositing & Online: Pedro Santos, Abi Santos

    Live-action crew

    Producer: Xinhui Zheng
    Line Producer: Mark Teo
    DoP: Khairulhakim Mohamad Bashir
    CA: Benn Yuan
    Grips: Elliott Small, Mohammad Noor Hakiki
    Art Department: Ong Weisheng
    Studio Manager: Chee Boon Pin
    Production Assistants: Alvin Teo, Yana Gagarin

     

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