IBM had a problem. They had a cutting-edge cognitive computing system called Watson, but no one understood what it was or how cognitive computing works. So what does it do? IBM Watson is actively learning to help solve some of Australia's greatest issues, like melanoma. It's working to improve melanoma detection accuracy rates from 60% to 91%, just by analysing data and research. An increase of 31% would mean thousands of lives saved every year. But no one knew about this. So we invented the Watson Smart Mirror and created a campaign that asked Australians to not only understand Watson's work, but to also contribute to it. We wanted to a) create awareness for the work IBM was doing with MoleMap and the Melanoma Institute Australia, and b) allow ordinary Australians to experience how smart Watson really was and understand the power it has to help save lives.