People for Smarter Cities
- Brand:
- IBM
- Agency:
- Ogilvy Paris
2013OutdoorOutdoor activation
Timeless principle
Make the communication useful before asking anyone to believe it.
The idea
Bend outdoor advertisements into benches, ramps and shelters people can use while moving through the city.
Why it works
Each piece demonstrates ‘smarter cities’ at the scale of one immediate need. The physical modification is both headline and proof, turning media spend into a small civic improvement. IBM’s abstract capability becomes something people can sit on.
Tags
- Outdoor
- Utility
- Design
- Useful Advertising
- Film
- Experiential
