BONAPARTE Creates Launch Campaign for IBM’s Watsonx

Production company BONAPARTE has unveiled its new work for a leading global company for hybrid cloud and AI technology and consulting services, IBM. The campaign, conceptualised by the IBM brand marketing team and Ogilvy New York, formally introduces watsonx, the company’s next generation enterprise-focused artificial intelligence and data platform. 

Directed by Mario Clement through BONAPARTE, the campaign recognises how global business leaders have been unclear on how to best utilise the power and opportunities afforded by AI. It aims to define and differentiate watsonx as a force multiplier to accelerate impact for global business leaders as they determine how to leverage the transformative power of AI.

BONAPARTE created two distinct spots, featuring a fast-paced, multi-media technique that aims to provide inspiration and guidance around the value proposition of watsonx, while underscoring the need to identify the right AI that will advance individual business objectives. These concepts come to life through potential use cases that spotlight the importance of applying AI that is built with responsibility, trust, governance and flexibility. 

'The Right AI'

 

The dynamic films spotlight the use of AI across a number of different scenarios. From coding to customer services and human resources, the films show how watsonx is adaptable to the needs of businesses, to help save time, maximise output and grow. 

Mario Clement, director, BONAPARTE commented, "Blending the innovative spirit of IBM, the creative prowess of Ogilvy, and the meticulous artistry of Bonaparte, we've crafted a narrative that transcends the ordinary.”

'Transforming Business'

            

The campaign, which marks the next phase of IBM’s wider brand initiative “Let’s Create”, launched on August 28th during the US Open, and will run throughout the year. The campaign encompasses broadcast, connected TV, digital, print and social.