Ogilvy needed a memorable way to help IBM and Adobe show marketers the risks of unchecked AI-generated content and reinforce trust, accuracy, safety, transparency, auditability, and creative control at Adobe Summit.
Reported impact
The campaign increased perceived ease of integrating watsonx with other AI tools, improved understanding that watsonx is built for enterprise, increased trust in watsonx, moved more interest down the funnel, and generated major earned reach and social engagement.
Ogilvy built Fishy.AI as an event-scale generative AI campaign for IBM and Adobe at Adobe Summit. The implementation the source describes starts with Adobe Firefly, which Ogilvy used to generate the surreal fish characters that visualized hallucinations, bias, and other failure modes of unchecked AI content. Those generated assets were then adapted into a 90-second motion activation for the Las Vegas Sphere, plus booth graphics, out-of-home creative, keynote visuals, tabletop displays, and a mobile-led experience where attendees could "catch" fish and unlock AI education points. IBM watsonx supplied the enterprise AI trust narrative the campaign kept returning to—transparency, auditability, integration, and creative control—while Adobe tools provided the generative content layer. The source does not disclose a storage tier or backend APIs; the concrete design detail is an orchestrated multi-channel serving workflow that turned Firefly-generated creative into synchronized in-venue, mobile, and presentation experiences.
Creative concepts about AI hallucinations, bias, and trust were turned into fish imagery in Adobe Firefly, then packaged by Ogilvy into a 90-second Sphere film, booth and OOH assets, keynote visuals, and a mobile game. Attendees interacted with those assets across the summit, with each fish tied to an AI education point reinforcing the watsonx trust message.
"15% increase in trust in IBM's watsonx offering"
"21% increase in conference attendees seeing watsonx as easy to integrate with other AI tools"
"24% boost in attendee understanding that watsonx is built for enterprise"
"A 14% improvement in moving interest down the funnel, compared to previous years"
"The 90-second Sphere activation ran every 30 minutes over the four-day summit"
"These surreal swimmers represented the quirks and pitfalls of AI-generated content when left unchecked from hallucinations to bias to plain old nonsense."
"filled with weird and wonderful fish created using Adobe Firefly"
"how IBM's watsonx and Adobe's cloud tools are working together to keep it on track"
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Scoring methodology
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Traceability
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