IBM outdoor billboards become shelters, benches and ramps - people for smarter cities. (France)

"People For Smarter Cities" is Ogilvy Paris latest campaign for IBM. With this outdoor campaign, each billboard becomes a solution to a city problem. Rain. Steps. Lack of park benches. With dashes of color, IBM stripes and a clever curve added to each billboard, they became shelters, seats and ramps. Billboards can be useful to city dwellers, and IBM is all for smarter cities.
A clever way to show that IBM is all about smart, but not sure what it's really selling. Ogilvy & Mather France
Chief Creative Officer: Chris Garbutt
Executive Creative Director: Susan Westre
Art Director: Daniel Diego Lincoln
Copywriter: Lauren Elkins/Andrew Mellen
Concept: Daniel Diego Lincoln/Stephane Santana
Photographer: Bruno Bicalho Carvalhaes
Agency Supervisor: Muriel Benitah, Mary McFarland