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Creative Award
Paris, France
IBM - "Second Life" by PHNX Awards 2021

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TitleSecond Life
Agency
Campaign Second Life
Advertiser IBM
Brand IBM
PostedJuly 2020
Business Sector IT Solutions & Professional Networks
Philosophy Japan now has the world’s oldest population, with more than one in four citizens over 65. And with life expectancy at 85, retirees are looking at 20+ years of potentially feeling lonely and unproductive. To meet the challenge, and help seniors find their calling after retirement, IBM’s Second Life app cross-references occupational data with participants’ unique personality traits, via Watson's deep personality cognitive analytics. The campaign gained over US$3mm in media attention, 46 million impressions while helping over 43,000 seniors find passions they may never have been able to identify.
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