Advertising can be an eyesore if not done properly, something that many city dwellers encounter on a daily basis. IBM and Ogilvy & Mather France had an idea. If cities were smarter, then life in cities would be better.
Their solution was to create ads with purpose. By adding a simple curve, they gave advertising a new function – bench, shelter and a ramp. Their campaign is more likely to resonate with people as it has taken the idea of utility and applied it to the traditional outdoor ad. Their goal is to encourage forward-thinking individuals and politicians to consider how to make their neighbourhoods smarter and better.