The IBM Smart Ideas for Smarter Cities ad campaign promotes fostering smart ideas with some of its own. Instead of relying on traditional static billboards to send the message across, the campaign leads by example by providing functional designs that people can interact with in a practical way. For instance, one of the billboards flops over slightly to provide a bit of shelter from the weather while another one extends over a set of stairs to become an impromptu ramp.
Conceived and executed by Ogilvy & Mather France, the IBM Smart Ideas for Smarter Cities ad campaign was created for the tech company's People For Smarter Cities project. It believes that city planning and design should have the citizens in mind, and shows just how that can be done.
Functional Outdoor Billboards
The IBM Smart Ideas for Smarter Cities Campaign Leads by Example
Trend Themes
1. Interactive Billboards - Creating billboards that people can interact with in a practical way, such as providing shelter or serving a functional purpose.
2. Smart City Advertising - Using innovative ad campaigns to promote the concept of smart cities and how technology can benefit urban environments.
3. Citizen-centered Design - Emphasizing the importance of considering the needs and preferences of citizens when designing city infrastructure and advertising.
Industry Implications
1. Advertising - Opportunity for advertising agencies to create more engaging and functional billboards that capture the attention of consumers and provide value beyond traditional ads.
2. Urban Planning - Potential for urban planning firms to incorporate citizen-centered design principles and innovative advertising strategies to enhance the functionality and aesthetics of cities.
3. Technology - Opportunity for technology companies to collaborate with advertising agencies and urban planning firms to develop smart city solutions and digital advertising platforms that improve urban experiences.