IBM Shares AI and Technology Knowledge with Animated APAC Social Series

How technology and artificial intelligence can keep tea free of impurities, craft the perfect pint and make part-time home offices ready for full time work, are just some of the subjects featured in the first major APAC social media campaign from IBM. 

Created for Ogilvy Singapore by Heckler Singapore, each of the twenty 15-second videos starts with a question followed by a playful 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. 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," said Dathesh Rao, consolidated advertising lead, IBM Asia Pacific.

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 dedicated team of designers worked for five months on the campaign delivering one video a week. Spots include 'Tea', '​Beer', '​Home Office', '​Smart Bikes​' and '​Geoglyphs​'.

“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.

Fede Mohr, director of the campaign and CD at Heckler, said: "It was a really interesting project to work on, from helping conceptualise to crafting each piece. 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."

Executive producer at Heckler Singapore, added: “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. We enjoyed crafting these videos in a motion design language that is high end and so satisfying to watch.”