Can an A.I. computer understand what tastes good?
Meet "Chef Watson"!
IBM wants to make its Artificial Intelligence (AI) system, Watson, more familiar to the world.
People in the tech world understand AI and cognitive computing, but it can be intimidating to anyone else. So, Ogilvy Paris and IBM chose something that everyone can relate to – food – to bring an awareness about Watson to a wider audience.
Explained Susan Westre, ECD Ogilvy Paris who oversees the IBM global creative direction, "To create a challenge for the AI Chef Watson, we added the constraint of having Watson come up with recipes where the 4 main ingredients always had to start with the letters E, A, T & S."
“Food Art” was the result, as a way to lure people into looking deeper into Chef Watson. The recipes were both unusual and delicious.
Executive Creative Directors:Emmanuel Lalleve
Managing Director:Emmanuel Ferry
Creative Director:Susan Westre
Copywriters:Johan Leborg, Nick Bakshi
Art Directors:Josiah Jones, Edward Macaulay, Erika Reyes
Global Business Director:Mary Mcfarland
Business Director:Joyce Pucheu
Account Manager:Margaux Pennes
IBM Europe:Margaux Pennes
Photographers:5Fruits, Sean Freeman, Andrew B Meyers, Amy Currell, Carl Kleiner, Gustav Almestål, Marion Luttenberger
Production Manager:Antoine Bagot
Producers:Muriel Benitah, Marine Redon
Art Buyer:Véronique Chalençon