IBM`s New Brand Communications: Smarter Ideas for Smarter Cities Billboard Campaign
Billboards are meant to distract and annoy, to draw attention and to not fit in. In its recent on-street ad campaign, IBM promotes its People for Smart Cities Program with billboards that are even more invasive.
Ogilvy & Mather France took the concept of the board and bent it into shapes that could – with some effort – be seen as solutions for a somewhat smarter city, London and Paris in this case. A board bends to become a bench, a rain shelter or a ramp over stairs.
It is still visual clutter, it is still preaching something, but at least it is doing it with a bit more imagination than just pushing a loud message.