The third ad in my Cannes Lion Award series is an outdoor campaign for IBM by ad agency Ogilvy & Mather in Paris France. The campaign won for going beyond the traditional static billboard by making the advertising boards functional . The campaigned consisted of three outdoor boards that functioned as a bench, a stair ramp, and a shelter from the elements. The ads are part of IBM’S “People for Smarter Cities”marketing platform and the ads serve as a metaphor for IBM’s effort to make cities smarter through technology. The ads also encouraged those passing by to visit people4smartercities.com to make their own suggestions for improving their city.
What a great way to make advertising functional and to promote engagement with the brand at the same time. After-all, can’t we all benefit from smarter cities!