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."
