Ogilvy France helped IBM to serve the public, proving its utility to users. In 2013, it showed how design thinking could improve daily life. If only more brands took this approach.
Ogilvy France helped IBM to serve the public, proving its utility to users. In 2013, it demonstrated how design thinking can enhance daily life. If only more brands took this approach.
The billboards themselves became functional structures: one curved into a bench, another formed a ramp, and a third doubled as a rain shelter. Each piece demonstrated that intelligence doesn’t just inform technology – it can shape the world physically.
The campaign won multiple global awards, including Cannes Lions and Fast Company’s Innovation by Design. It’s now considered a landmark in purpose-driven outdoor design.
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People for Smarter Cities made the city itself part of the brand story, proving that the smartest advertising solves problems rather than just talking about them.
See the rest of The Drum’s 50 Best Out of Home Ads Ever here.
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