IBM’s Outdoor Ads Actually Try to Be Useful and Make Cities Better

Bench, shelter, ramp

IBM's technology is helping cities get smarter in innumerable ways. Now, its outdoor advertising is doing the same—by making simple little improvements to the landscape. A triad of outdoor ads from Ogilvy France function as a bench, a shelter and a ramp over stairs. Sure, they're small gestures mostly intended to have a wow factor online. But they nicely embody the brand promise, and represent just a starting point—urging passersby and the online audience both to visit and submit their own, presumably larger ideas for civic upgrades. More ads, a video and credits below.


Client: IBM

Agency: Ogilvy & Mather France

Chief Creative Officer: Chris Garbutt

Executive Creative Director: Susan Westre

Art Director: Daniel Diego Lincoln

Copywriters: Lauren Elkins, Andrew Mellen

Concept: Daniel Diego Lincoln, Stephane Santana

Photographer: Bruno Bicalho Carvalhaes

Agency Supervisors: Muriel Benitah, Mary McFarland David Kiefaber is a frequent contributor to Adweek's creativity blog, AdFreak.
Publish date: June 7, 2013 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT