People for Smarter Cities
Brand: IBMAgency: Ogilvy Paris2013OutdoorOutdoor activation
The idea
Bend outdoor advertisements into benches, ramps and shelters people can use while moving through the city.
Timeless principle
Make the communication useful before asking anyone to believe it.
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
- Out of Home
- Experiential
