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IBM Shares AI and Technology Knowledge with Animated APAC Social Series

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Twenty playful videos from Heckler Singapore for Ogilvy illustrate how IBM technology provides AI solutions across different industries

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.”

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Client: IBM


Agency: Ogilvy Singapore

Creative Director: Merv Rey

Associate Creative Director (Art): Ginny Lim

Associate Creative Director (Copy): Aritra Dutta

Agency Producer: Alexis Lefort

Account Director: Huib Koch


Production Company: Heckler Singapore

Director: Fede Mohr

Executive Producer: Charu Menon

3D Artists: Ruiting Wang, Karthik Pakriswamy, Cody Amos, Yong Soon, Dan Braga, Camilo Veliovich, Reynard Adrianto

3D FX: Cody Amos

Compositing & Online: Pedro Santos, Abi Santos

Producer: Xinhui Zheng

Line Producer: Mark Teo

DoP : Khairulhakim Mohamad Bashir

CA: Benn Yuan

Grips: Elliott Small, Mohammad Noor Hakiki

Art Department: Ong Weisheng

Studio Manager: Chee Boon Pin

Production Assistants : Alvin Teo, Yana Gagarin

Genres: Animation

Categories: Business Software, Business Services

Heckler, Tue, 10 Nov 2020 09:52:26 GMT