IBM Radio The Voice Of Art [audio] by Ogilvy Sao Paulo

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The Voice Of Art [audio]

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Industry Software & Multimedia Productions, SaaS
Media Radio
Market Brazil
Agency Ogilvy Sao Paulo
Executive Creative Director Felix Del Valle
Creative Director Guiga Giacomo, Marcio Fritzen
Art Director Frederico Gasparian
Copywriter Leandro Neves
Production Bando
Director Leandro Hbl, Alexandre Charro
Released October 2016

Awards

Cannes Lions 2017
Radio Use of Radio & Audio: Use of Audio Technology Silver Lion

Credits & Description

Title: The Voice Of Art
Agency: Ogilvy Brasil
Brand: Ibm
Country: Brazil
Entrant Company: Ogilvy Brasil, São Paulo
Advertising Agency: Ogilvy Brasil, São Paulo
Pr Agency: Inpress, São Paulo
Production Company: Banda Sonora Produçoes Artísticas, São Paulo / Bando, São Paulo
Additional Company: Ibm Brasil, São Paulo
Creative Director: Márcio Fritzen (Ogilvy Brasil)
Broadcast Production Director: Rafael Rosi (Ogilvy Brasil)
Executive Producer: Cecília Taioli (Ogilvy Brasil)
Vp Executive Creative Director: Claudio Lima (Ogilvy Brasil)
Executive Creative Director: Felix Del Valle (Ogilvy Brasil)
Creative Director: Guiga Giacomo (Ogilvy Brasil)
Art Director: Frederico Gasparian (Ogilvy Brasil)
Copywriter: Leandro Neves (Ogilvy Brasil)
Planner: João Marcon (Ogilvy Brasil)
Planner: Rafael Liou (Ogilvy Brasil)
Producer: Laís Pereira (Ogilvy Brasil)
User Experience Manager: Marcela Coutinho (Ogilvy Brasil)
Account Director: Bruno Perez (Ogilvy Brasil)
Account Director: Chad Cathers (Ogilvy Brasil)
Account Executive: Milena Frias (Ogilvy Brasil)
Ux Designer: Fernando De Souza (Ogilvy Brasil)
Ui Designer: Flávia Goulart (Ogilvy Brasil)
Motion: Tulio Inoue (Ogilvy Brasil)
Advertiser Supervisor: Fabiana Galetol (Ibm Brasil)
Advertiser Supervisor: Gisele Lloret (Ibm Brasil)
Advertiser Supervisor: Mauro Segura (Ibm Brasil)
Director: Alexandre Charro (Bando Studio)
Director: Leandro Hbl (Bando Studio)
Executive Producer: Marcela Sutter (Bando Studio)
Director Photography: Vagner Jabour (Bando Studio)
Editing: Lucas Coelho (Bando Studio)
Post Coordinator: Ruda Cordaro (Bando Studio)
Music Artist: Ruriá Duprat (Banda Sonora)
Audio Production: Eduardo Santos (Banda Sonora)
Account Assistant: Gabriela Castejon (Ogilvy Brasil)
Script In English:
Free dialogues between IBM Watson and the visitors of the Pinacoteca Museum.
Synopsis:
Watson used data to make art pieces literally talk to visitors to the Pinacoteca Museum.Through the interaction of visitors with the application, Watson "listens" to what the user asks and turns that audio into text, using an API called Speech to Text.This text is sent to a manager where the IBM team maps the intentions of the questions and learns the answers with the help of curators and educators of the Pinacoteca Museum.With all this data already collected, Watson uses another API, called Machine Learning, that compares the question with all the answers and finds the best one for that particular situation.Finally, it converts the text back into audio, and makes the art talk to the visitor.
Entry Summary:
72% of Brazilians have never been to museums nor art institutes because they do not relate and understand art.