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Best of the Best #3

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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!

marketing 615 IBM marketing 615 ibm 2 Smarter Cities OOH 3 marketing 615 IBM 3 Smarter Cities OOH 4

References

http://www.fastcocreate.com/1683238/the-best-in-outdoor-creativity-ibm-wins-grand-prix-at-cannes

http://www.businessinsider.com/these-ads-were-named-the-best-creative-work-in-the-world-2013-6?op=1

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