What's Happening?
IBM, in collaboration with Ogilvy France, launched a groundbreaking OOH campaign that transformed billboards into functional urban structures. The campaign, which began in 2013, featured billboards that served
as benches, ramps, and rain shelters, demonstrating how design thinking can improve daily life. This initiative aimed to showcase IBM's commitment to building smarter cities by integrating technology and design to serve public needs. The campaign received multiple global awards, including Cannes Lions, and is considered a landmark in purpose-driven outdoor design.
Why It's Important?
IBM's campaign illustrates the potential of design thinking to address urban challenges and enhance public spaces. By transforming billboards into functional structures, IBM not only advertises its brand but also contributes to the community's well-being. This approach can inspire other companies to adopt similar strategies, using advertising as a tool for social good. It also highlights the role of technology and design in creating sustainable and intelligent urban environments, aligning with broader trends towards smart city development.
