IBM makes outdoor ads useful in smarter cities campaign

IBM has given a functional twist to its People for Smarter Cities campaign by creating a series of outdoor ads around Paris that double up as a bench, a shelter or a ramp.

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The purpose of the campaign is to "spark positive change" and unite city leaders and forward-thinking citizens, while the new outdoor ads were designed to be "not only beautiful, but useful to city dwellers".

Company: IBM

Agency: Ogilvy & Mather France

Creatives: Chris Garbutt, Susan Westre