Billboards 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.