These IBM billboards are not billboards at all. Rather, they become part of the environment… ads that garner our attention by being useful as we go about our day. Created to promote IBM's Smarter Cities initiative, these billboards can be used as a shelter from the rain, a bench or a ramp. "We were looking for an idea that reached regular citizens as well as city leaders," says Susan Westre, the Executive Creative Director at IBM. "That's how outdoor became the medium."
Despite the neat nature of idea, these billboards nearly met their end before they even began. After all, trying to comply with city regulations can be difficult, and regulations vary from place to place… not to mention the lengthy wait times for approval. The media team managed to get around this by finding privately owned spaces with owners who were happy to have the idea implemented.
The Green Room Verdict: What better way to get your message across? These useful billboards not only represent what is being advertised – they make themselves known in the way you interact with them. Simple, effective, to the point. We're a fan.
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