What's Happening?
In 2013, IBM, in collaboration with Ogilvy France, launched a groundbreaking outdoor advertising campaign that integrated functional design into billboards. These billboards were not just promotional tools but also served practical purposes, such as providing
seating, ramps, and rain shelters. This campaign demonstrated how design thinking could be applied to enhance urban environments and improve daily life. The initiative was widely recognized, winning multiple global awards, including Cannes Lions and Fast Company’s Innovation by Design, and is now considered a landmark in purpose-driven outdoor design.
Why It's Important?
The IBM campaign underscores the potential of integrating functionality into advertising, transforming public spaces and offering tangible benefits to communities. By demonstrating that intelligence can shape the physical world, the campaign set a precedent for future advertising strategies that prioritize utility and public service. This approach not only enhances brand image but also fosters goodwill and engagement with the public. As cities continue to grow and evolve, such innovative solutions can play a crucial role in addressing urban challenges and improving quality of life.
