Our life is becoming more and more urban, digital and fast in many aspects, even the way advertisement campaigns go, they have to catch up to grab our spoiled attention. Some cities are over decorated with huge billboards fighting to be noticed. IBM decided to slow down and go back to the basics with its new philosophy of People for smarter cities.
Together with Ogilvy and Mather France it created very convenient and simple street furniture combined with a light ad just by changing the shape of a conventional standard billboard shield. Bright colors of their rain shelters, benches and stair ramps look really catchy, appealing and helpful to city dwellers, and achieving the advertising job in the least disturbing way.