The Cognitive Dress
IBM used to be THE tech company, but nowadays people don’t even know what they do.
Our challenge was to put the company’s cutting edge tech up in lights again.
So we decided to make its AI the star of culture’s biggest moment:
The 2016 Met Gala, themed “Manus x Machina: Man and Machine”.
With IBM Watson and fashion house Marchesa, we created The Cognitive Dress that changed colors
on the Met Gala red carpet based on real-time social sentiments from Twitter and Instagram.
Blue for excitement, lavender for joy, red for love, green for envy and yellow for curiosity.
The Cognitive Dress was the most successful activation in IBM’s 118 year history.
It’s now a permanent collection at the Henry Ford Museum of American Innovation
(what my mom brags to her friends about).
👇🏻 The temporary Met Gala stunt now lives permanently at the Henry Ford Museum of American Innovation. 👇🏻
The results:
Highest engagement in IBM history.
352 million earned social media impressions.
Exceeded Instagram brand metrics by 117%.
75% share of conversation over Apple (16%), Samsung (6%),
Google (3%), and Intel (1%). 49K+ mentions on one night.
Press:
WIRED | Fast Company | Refinery29 | CBS News | Google Arts & Culture | Forbes | Glossy | The | Cut | Racked | Business Insider | Henry Ford Museum | Quartz | wwd | Medium | Engadget | Adweek | Adage
We fed IBM Watson hundreds of past Marchesa designs, and Watson recommended new design inspirations.
