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.


CCO Doug Schiff
ECD Ricardo Adolfo
CD Andy Fenning, Shintaro Hashimoto
AD Kasia Grabek, Miho Ishizuka
CW Yoko Takahashi
Agency Ogilvy Japan

Wood Pencil D&AD
Silver Spikes Asia Tech Brand Experience
Bronze Spikes Asia Activation
Bronze Spikes Asia Digital Craft
Best Work of 2020 The One Show Asia Experiential
Shortlist  Spikes Asia Digital
Shortlist The One Show Creative Use of Data
Shortlist The One Show Digital Craft
Shortlist The One Show Direct Marketing
Shortlist The One Show Experiential & Immersive
Shortlist The One Show Digital
Shortlist The One Show Interactive