Short film of the day. IBM - Solutions for An Aging Population.

via www.adweek.com

In Bolzano, Italy, almost a quarter of the population is over the age of 65. In fact, Italy, along with Japan, has one of the oldest populations in the world. As a result, Bolzano currently spends close to half of their social services budget on services for the elderly. This includes assisted living facilities where they receive around the clock care. But assisted living facilities can cost a city and the people who stay there vast amounts of money that, within these economic conditions, municipalities and families just don't have. The solution: keep them in their homes where they are comfortable. IBM's Smarter Cities team partnered with the city to outfit a small group of elderly residents' homes with sensors which would in turn report data back to a central database closely monitored by the city. From there, the city could dispatch a care worker to visit the home. By allowing Bolzano to keep the number of their staff members the same, the program stabilizes the city's costs while simultaneously allowing it to care for its growing elderly population.

Client: IBM
Vice President, Brand Expression, Global Advertising: Ann Rubin
Marketing Manager: Cecilia Correa
Advertising Lead: Cindi Ellis

Agency: Ogilvy & Mather
Executive Group Director: Kim Duffy
Neo@Ogilvy Global Managing Director: Patty Sachs
Neo@Ogilvy Media Planner: Katherine Moore

Agency: OgilvyEntertainment
President: Doug Scott
Producer: Jamie Schutz
Creative Director: Otto Bell
Account Director: Scott Vogelsong

Thin Place Pictures
Director: Lily Henderson
Director of Photography: Ed David

StudioNow
Producer: Lindsay Frail
Account Manager: Amy Ferguson
Assistant Director: Giuseppe Zito
Gaffer: Kristian De Martis
Audio Tech: Eva Lageder
Assistant Camera: Daniele Serio
Production Manager: Matteo Stefani