The IBM ‘Cognitive Collection’ was the winner of the Social Commerce award.

Ogilvy Australia received a total of eight trophies, making it the second most awarded agency on the night. It also had multiple finalist listings for IBM ‘Outthink Melanoma’, American Express ‘Where Next?’, Ego Pharmaceuticals ‘Stop The Germ Swap’ and Coca-Cola ‘Going, going, gone’.

Outthink Melanoma

Join the cause that unites our nation.

In partnership with the Melanoma Institute and Molemap, IBM is working to help skin cancer experts detect melanoma sooner and more accurately.  Curently clinicians can successfully detect melanoma at about 60% with the naked eye. That improves to 80%+ through dermoscopy. The target for IBM Watson? 91% accuracy. That's more than 13,000 lives every year that could be directly affected.

4.88 million

engagements from 45.6 million media impressions


of people who met Watson had an on-site skin check

8.2 million

Twitter impressions

4.4 million

people reached on Facebook

Outthink melanoma video Mobile Outthink melanoma video play video

Return Serve

Serving up an Australian first.

Our challenge was to develop a creative concept to amplify the involvement of IBM with the Australia Open. We needed to showcase and celebrate IBM's ongoing technological partnership with Tennis Australia. The answer was IBM ReturnServe. An actication which used live data captured and analysed by IBM to re-create the serve you just saw live on Rod Laver arena, only 6 seconds later.


players interacted with pop-up courts


website visitors