IBM has launched a clever series of billboards that double as urban furniture.
Three different billboards that promote the company’s People for Smarter Cities program are designed to sit on, to take cover under when it rains or to pull your bags over instead of carrying them. The campaign is an idea of advertising agency Ogilvy & Matter France that collaborated with IBM to inspire people to think smarter about their neighborhood.
The bench, shelter and ramp are not only designed to be beautiful, but also to be useful to city dwellers. The idea that mixes commercial urban advertising with guerrilla urbanism is definitely creative and I really think that many more people appreciate urban advertising when it is done this way.
It’s not the first time, however, that billboards are being used to serve as useful elements for urban living. Some time ago Thai furniture retailer HomePro launched billboards that could be re-used as indoor furniture after the campaign was over.
The reason for IBM to come up with a campaign like this is obvious — the technology company is one of those brands that want to get engaged with urban issues. The campaign aims to stimulate people to think smarter about their urban environment and also promotes IBM as a new partner in urban solutions. IBM apparently foresees a great future market for the company in city-related issues.