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.