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There's nothing like excessive exaggeration to push a product, like the latest ad for Norway's Alta Bike demonstrates so well. It's not the type of in your face advertising that demonstrates dicing, slicing, grating and peeling all with a free set of steak knives, its smarter and more aesthetically interesting than that. The Alta Bike is a unique bicycle created by a combination of graphic Bleed, furniture Norway Says and product designers Frost produkt from Norway. The bike has only one gear and focuses on developing the leg muscles. Advertising gurus at Shnel & Mynychuck have played on this point in a deliberately misleading yet humorous way. The Herculean legs, juxtaposed with the feather weight figures on this breed of exercise hybrid freaks is a stunning image that packs a witty punch. What makes this cool is that it's just as much about the ad, as it is the bike. by Billy T Visit Alta Bikes
Nothing grabs an audience's attention more effectively than a clever optical illusion. Combine that with an ingenious ad campaign and you get this brilliant mobile billboard for The Red Cross, currently gracing the streets of San Francisco.
It's photo journalism, meets Hollywood blockbuster movie poster, and it is turning plenty of heads wherever it parks itself. Enthusiastic onlookers have been snapping up photos of the mobile billboard and posting, uploading and sharing them online with friends. This is a brilliant example of how an audience can further promote the exposure of a great advertising campaign through mobile phones, blogs and sites such as flicker. By Andy G
Leo Burnett in Sao Paulo created this simple yet clever ad for Arcor bubble gum.
To promote the line of Procter & Gamble's Wella Koleston HairCare Naturals hair colourant, H & C - Leo Burnett Beirut did thiscreative piece of outdoor where the woman's hair, die cut out of the billboard, allows the colour variations of day and night shine through.Brilliant!
While most of us must accept sitting just AT our regular desks, the creatives at Hamburg’s Syzygy agency get to sit IN their swanky, new desks. Thinking up ads and interactive campaigns for clients such as Chanel, Mercedes-Benz, Mazda and Fujitsu, will most likely go a whole lot smoother when your workplace is custom-designed for you.
The office of Syzygy Hamburg (they also have offices in London and Frankfurt) was created by Christoph Roselius and Julian Hillenkamp, the two founders of eins:eins architecten in Hamburg.
The sleek, white bullpens are not as inflexible as they may seem. On the contrary — the various configurations are endless, but the desks always join together and form a whole. This allows for close cooperation and reinforces the feeling of everyone being in the same boat. The flexible desks also make it possible to turn tight and tough-to-utilize spaces into productive working environments.
Syzygy’s staff is lucky in other ways, too. Their cool office is located in the central part of Hamburg, near the city hall, the Binnenalster artificial lake, and the upscale shopping promenades of Jungfernstieg and Neuer Wall. Seems unfair, doesn’t it? -Tuija Seipell
To promote the exclusive thrillers and horror films on 13th Street, the toilet of a nightclub in Hamburg was specially prepared. Just after entering the room, the light suddenly goes out and the room is bathed in Black light. And now a bloody crime scene becomes visible on the floor and walls: "See what others don't see. 13TH STREET. The Action and Suspense Channel."
Ad Agency - Creative Director: Bernd Kramer
Thanks to Apple and its superior design, marketing, advertising and, well, anything else to do with creating and selling a product, most other global communications brands have languished in a kind of brand-image purgatory. Sony is fighting back with this great campaign created by Saatchi & Saatchi Sydney, helmed by art director Eron Broughton. The agency took Sony's earphones and literally mapped out the New York subway system, mimicking a traditional subway map. It's a simple idea but powerful in its execution, giving Sony a much-need dose of coolness. At last, other brands are thinking outside of the square. Now all Sony needs to do is apply that principle to its actual products. Innovate or die, guys. - Laura Demasi
Perwanal Saatchi & Saatchi in Jakarta, Indonesia, has taken interactivity and creepy-crawliness to a new, flat level with the creation of this massive 'floor sticker' in an Jakarta shopping center .
The ad, for Jakarta's pet emporium JAKPETZ, promotes Frontline Flea & Tick Spray with the slogan 'Get them off your dog.'
Viewed from the upper levels, the people walking on the ad look disgustingly flea-like, and the scene elicits constant reactions that sound something like 'yikes!' The team behind this effective promo included Chief Creative Officer Andy Greenaway, Executive Creative Director Juhi Kalia and Art Directors Aryanto Salim and Joel Clement. - Tuija Seipell
Have fun with your pimples! That was likely the thinking of Gideon Amichay, Chief Creative Officer and partner at Shalmor Avnon Amichay/Y&R Interactive in Tel Aviv, Israel, when he created a campaign for Clearex acne treatment gel. A pimply-faced, 5-metre-tall climbing wall at Israel’s largest climbing centre exposed 8,000 teenagers per month to the brand during their summer holidays. The agency’s online take on the same predicament earned it a perch on 2009 Cannes Cyber Lions shortlist. Teenagers entered their friends’ photos online and pimpled their faces liberally. The only way for the friend to remove the pimples? Use “online” Clearex, of course. This campaign gained over 2.7 million exposures and 25,000 active surfers in under 48 hours. - Tuija Seipell
Thanks to Apple the standard of marketing undertaken by computer and tech companies has dramatically increased. Apple showed the world that tech products can be 'sexy' and marketed creatively. The latest brand in this realm to take a creative approach to advertising is Microsoft. New Zealand agency Y&R zoomed in on the idea of home entertainment for this series of ads for the software giant. Promoting Microsoft Vista, which allows you to access your phone, music and photos etc from your PC, the ads are anchored around the idea of making your home a theme park of entertainment - a bouncy castle of fun. - Lisa Evans.
Nikon took its cue from our celebrity-obsessed paparazzi culture to launch the brand's D700 model in Korea.
At a busy Seoul subway station, Nikon mounted a huge interactive, light-box billboard displaying life-like images of paparazzi. Huddled together as if at a premiere, the "paps" appear to be jostling and competing for the best celebrity snap. The celebrities in this case were the passersby, who automatically triggered a deluge of flashing camera lights as they walked past the billboard. The accidental superstars then followed the red carpet all the way out of the station and into a mall - directly into the store where they could purchase the new D700. Mission accomplished. - Lisa Evans
Pictures may tell a thousand words but a simple finger tells just one! This cocky ad campaign for Bentley tells it like it is, and as the visuals tell the story, we wont labor the point. Well done Bentley! by Bill T
The 3D billboard advertising challenge is alive and well as we have seen here on our ad pages. The traditional large format 2D billboard simply doesn't cut it anymore, as consumers are beginning to expect more from advertisers in the way of 3 dimensional creative concepts. This campaign from Heineken is yet another example of how a little idea can have a huge impact when it's presented on billboard. by Bill T
Nothing looks more tragic than a closing down sign in an empty store. It's sad, its depressing, its damn ugly. The clever folks at Ebay Belgium have turned that frown upside down, and promoted themselves along the way with their new ad campaign.
The campaign, although funny, actually has a lot of truth to it. When you can't find it in a store, you know you will find it on EBAY. Clever, short and sweet! by Bill T
To raise awareness around World First Aid Day, ad agency Downtown Partners placed life size realistic decals of a person at the bottom stairwells in Cineplex Odeon Theatres in Toronto. At first, the decal generates the impression that someone is lying down unconscious and needs help, but as you get closer, you'll realize it's just a picture on the floor with a call to action to visit www.redcross.ca for a first aid training course. Let's hope it doesn't freak someone out and give them a heart attack first. by Bill T
Playboy billboard promoting its online services in Germany - self explanatory.
So, how do you get your message across and get people talking about your product? You do what Papa John's Pizza did. Created by Saatchi & Saatchi, Peru, this clever, yet simple idea in promoting Papa John's Pizza won gold at the recent Cannes International advertising awards. Brilliant! by Bill T
If you are currently in Germany, you may be driving under the world's biggest set of balls. Adidas have graced an overpass at Munich airport with this brilliant ad for the world cup soccer featuring goalkeeper, Oliver Kahn. The campaign needed to be as large as the current wave of soccer fever sweeping the country. That's a definite goal for the ad gurus at Adidas. What a save! by Billy T
GPS although amazingly brilliant in its technology, is not the most fascinating product to advertise. The design team from Contrapunto in Spain have taken on this challenge for client JEEP and have succeeded. Their recent advertising campaign uses the iconic arrow in a wonderfully creative way by having it comprised by minute images of animals herding. From birds flocking to elephants roaming, the images are as beautiful as they are inventive. This ad brings the concept of GPS back to its roots, the art of traveling. by Andy G
The best ideas are often the most simple. This fantastic ad to discourage drink driving is a case in point. Used by the Hotel Marriott in India for patrons of its popular nightclub Enigma, this ‘personal stamp ad’ listing the phone number of the local cab company proved to be so effective the idea is now being taken up by the Mumbai police and is being adopted by other clubs. by Bill T
Thanks to the success of US television shows like Extreme Makeover, plastic surgery is fast becoming the norm. The latest advertising campaign for Canadian surgery ‘Toronto Plastic Surgery’ takes it one step further. Ad agency DDB Canada dreamt up this clever idea - allowing consumers to test-drive a new nose shape while drinking their coffee. We love it. by Bill T
Axe's men's knicker range cleverly demonstrates the stretchiness of its brand. "A sultry pouting brunette struts down a darkened corridor and begins to size up the muscular man before her. She tantalisingly allows her hands to explore his torso, her hands reaching further and further down, until with a raise of her eyebrows, she makes a discovery... His super-stretchy pants. She suggestively pulls on the front of the underwear for an obscenely long time, only to let them snap back, leaving her muscle-man smarting. Delightfully funny." Watch the video
Life like print ads are sweeping the world's most prominent cities. In Paris, Stringfellows strip club have put the pole into pole-dancing by cleverly designing their print campaign to work with existing lamp posts throughout the city. The ads are sharp, sexy, and almost interactive in their appearance, providing the ultimate X-factor that most advertising agencies only ever dream about. by Andy G
If any of you remember MAD Magazines crazy fold up covers then you will love this advert. The Wonderbra could not be better demonstrated other than on a real pair of breasts. This ad features a cute draw string which brings the boobs together in a very flattering way. It's simple in its design and its interactivity is witty whilst effective.
Wonder Bra, Wonder Ad, wonderful! by Lisa Evans
These gravity defying ads for DTACK - Adhesive tape, use extreme examples for the tapes use in hilarious ways. As funny as it may seem, the humor is also very relevant in today's age defying conscious society.
We think perhaps the male version of the ad may have been a little extreme! by Andy G
The game of marketing has changed fundamentally. Taking out uninspiring, run-of-the-mill print and TV ads doesn’t fly any more. Marketing a brand effectively requires exceptional ideas and concepts that are entertaining and unusual enough to capture the imaginations of today’s cynical, ad-wary consumers. Our advice is to go beyond the traditional media to capture your audience in other platforms as well – offline brand experiences that DEMAND consumer attention.
Brave, new, exciting, entertaining offline experiences are talked about, blogged about and spread through social media. This is viral marketing at its best and most effective. If the idea is good, nothing can stop its spread. We spend all of our waking hours evaluating and creating such ideas. We see more innovation and ideas and concepts each day than we ever thought possible and the ideas we’ve created have achieved incredible attention. We have access to a global roster of creative talent of all disciplines whom we can tap for our projects. For more info contact our marketing agency ACCESS - Bill Tikos
Baggage claims at airports get more and more interesting for advertisers. The Venice Casino uses the moving ad space to communicate with tourists. Additionally free tickets for the casino get shared to the tourist.
Isbank in Turkey have created this billboard ad which has passers-by literally stopping in their tracks. From a distance one sees what appears to be a cop car hiding behind a billboard, which automatically makes the passer by slow down enough to read the small text on the board. "Pay your traffic tickets on time without waiting in line - isbank.com.tr". To ad insult to injury, it then becomes apparent that the cop car is a fake cut out. Advertising bastardry at its best. By Andy G
While Italians take cars seriously, it doesn’t mean they cannot have some fun with them. The advertising campaign for the special edition of the Bologna Motor Show 2009 takes full advantage of this. With toys in a retro home playing at taking themselves seriously — including Barbie-like dolls and toy cars and bikes — the advertising campaign pokes fun at the clichés about boys and their toys, hot girls and hot cars.
The show's promo has a reputation of pushing boundaries and being provocative with Milan-based Armando Testa agency having been in charge of the advertising campaign for the past decade. The 2009 campaign — billboards, magazine and newspaper ads, online, TV and radio — was creative directed by Nicola Lampugnani and Francesco Guerrera, with Federica Saraniti Lana’s copy and Nicola Rinaldi’s art. The press campaign was edited by LSD studio. The TV ad was by The Family with Federico Brugia’s direction and music by Ferdinando Arnò. - Tuija Seipell
Roadside billboard ads set out in consecutive order to deliver their message are nothing new. However when the message is as poignant as this campaign, drivers sit up and notice.
Using the old flick book art form of animation and motion the individual images create a fast moving clip to a driver speeding by them at high speeds. Quite literally, for a speeding driver life can flash by them in a split second. By Andy G
Retro video game iconic heroes have been making a come back for some time now. From T-shirts through to shoes, we have seen the likes of Mario, Donkey Kong and dare we say their rival, Sega's Sonic The Hedgehog plastering their pixelated faces all over some funky wears.
Hot on the heels of this fad, gaming giant Nintendo have promoted their latest baby Wii in Italy with this interesting wall display created by a series of posted notes. Behind each not lies a message inviting the recipient to relive the 80's through some classic games available on Wii. The post it notes make a nice 3D representation of a 2D pixel. Cute. By Andy G
Print Ad for Videocon Washing machines, created by Ogilvy & Mather, Mumbai
In a world where conservation and efficiency are becoming the standard, a greater number of companies are doing anything and everything they can to continue keeping awareness in the consciousness of the consumer. In this billboard for Philips, a consistent leader in corporate sustainability, the image of their globe is printed in ink that glows in the dark. The energy saving poster eliminates the need for artificial lighting. By Andrew J Wiener
A print campaign by NSW Police in Australia to raise awareness of the number of teenagers dying as a result of listening to iPods while they cross the road is beginning to reach epidemic proportions. Who knew!
We came across this clever print ad for Vespa scooters. Visually effective and well executed, it is playful, simple and gets the point across fast (no pun intended). Nice work team Vespa. By Brendan McKnight
HBO’s show HUNG has now made its New Zealand debut on TVNZ’s Channel One.
Auckland-based ad agency Colenso BBDO was retained to promote the show and to generate some buzz. They have definitely created a buzz with their risqué billboard, recently erected on Victoria Street in central Auckland. Whether you like the billboard or not, and whether it draws you to watch the show or not, you must admit that the old, tried-and-true subjects – well-endowed female and male bodies – never seem to fail to draw attention.
Established in 1969, Colenso BBDO is consistently one of New Zealand’s highest-ranked ad agencies. Campaign Brief has also named Colenso BBDO Agency of the Decade. - Bill Tikos
Time to have some offline fun with The Cool Hunter! Once again, we are aiming to create some buzz all over the world, including New York, Los Angeles, London, Paris, Sydney, Barcelona, Singapore, Sao Paulo, Rome, Tokyo, Toronto.
People who may not have heard about TCH yet, will find themselves Coolhunted. We will place cards at art galleries and events with inspiring visuals. We’ll slide bookmarks in certain business books in bookstores.
We’ll put stickers on magazines on magazine stands. We’ll stick them on cars that need an upgrade and on cars that already have a sense of style. Bikes, vespas and cool helmets will not be safe either.
And the most talked-about version of this stunt: In clubs, at parties, fashion week, and other events, people will find stickers on the backs of their friends -- or on their own back -- that say “OOWWWAA, aren’t you a hottie! You have been Coolhunted.”
Whenever we have done this kind of offline campaign, we see huge numbers of people find us for the first time. They talk about it on Twitter and Facebook and we love all that talk! Welcome to all those who’ve already been Coolhunted.
When it happens to you, we want to know about it! Have you discovered TCh via our stickers?
Genius idea - Dutch Football Federation - 2010 FIFA World Cup T-shirt.
Advertising School: Willem de Kooning Academie, Rotterdam, The Netherlands
Creatives: Bas van de Poel, Daan van Dam
One of the selling points for Mini Cooper Clubman – the Mini that is roomier yet still cute — is that it has room for some luggage. The Clubman’s luggage compartment measures 9.2 cubic feet (the basic Mini has only 6 cubic feet) and has a cargo cover as standard equipment. Clubman’s split-folding back seats can be lowered to increase the cargo space to 32.8 cubic feet that will accommodate not just basic luggage but even a snowboard or baby stroller.
Art director Maximilian Pinegger and copywriter Justin Salice-Stephan, two 24-year-old's from Miami Ad School took this feature to hart and created a cute airport luggage carousel guerrilla ad for the car and its roomy trunk. Many well-known brands and agencies support ad schools, most likely looking for indications of the next Alex Bogusky. Tuija Seipell.
Are you obsessed with the right things? ask the new print ads of Breast Cancer Foundation of Singapore. But it is not the words but the images used in these ads that draw attention and require a double take. Using Kryolan body paint and Daler Rowney Expression angled brushes and sponges, illustrator Andy Yang Soo painted a model's body and photographer Allan Ng took the pictures for the ads that suggest that perhaps women should focus on health and have their breasts checked rather than obsess about their big butts, pimples and bad hair days.
The visuals were created at Republic Studios. The agency in charge was DDB Worldwide, Singapore. Bill Tikos
We were delighted when AT& T contacted us and asked if they could use TCH as part of their TV commercial for BlackBerry Torch. We said yes because we know how effective an appearance on TCH can be for a product or service – just like the story of the handbag in the AT& T ad which we featured a few years ago.
We have seen it happen dozens of times. TCH connects directly and immediately with a global audience and the outcome can be spectacular. We love it! Read some of the success stories here
When you are Nike, you just do it. There’s absolutely no point being timid or ordinary. You blaze trails, create trends, draw attention.
Here at Access, we are creating Nike Extreme experiences around the globe. Here are a few of our concepts in which we use the Nike singular swoosh power to create serious buzz. The kind of buzz that goes viral because people love it. Because they are having fun doing it.
This kind of concept/campaign ticks all the boxes. It creates a unique, fun offline experience and then shares it with the online world. You film it, and that becomes the TV ad; you photograph it and that becomes the print ad; and both are used in online and social network campaigns. Put all those together with individual participants’ own social network buzz and you have a run-away funfest across channels.
But it all starts with an offline experience that is big enough to create that initial pick-up spontaneously and authentically. It must be worth their while. Then people will talk about it online, bloggers will feature it, and the rest of media will cover it. When serious, authentic viral kicks in, it proves that consumers loved what you did and want to share it. That is worth more than any push campaign result because it has become THEIR experience.
We start with a swoosh-shaped Nike Extreme Swoosh Toboggan Ride – a toboggan slide shaped like the swoosh. Of course, the toboggans themselves are shaped like swooshes, too. You can try this at the coolest ski resorts of the world.
As it isn’t snowing everywhere, those more inclined to enjoy themselves on the beach get to try the Nike Extreme Swoosh Slide. A fun and bouncy inflatable megaslide in the shape of the swoosh, appearing at the world's coolest beaches.
And who would want to remain bound to the ground? Not those who take off in the Nike Extreme Swoosh Hot Air Balloon. Flying over big cities, the Swoosh can be seen from miles around. When you’ve ticked off all three from your “Must-do Fun” list, you’ll probably be in the need of some new Nikes and you’ll certainly have something to talk about. - Bill Tikos
Tourism offices around the world pay attention - this is how you promote a country.
Underwhelming. That’s the one word that describes the Superbowl ads. With one fun exception: Volkswagen’s The Force (23 million views). Brands in general did not push Twitter or Facebook either, as they assumed viral would happen by itself. But it didn’t, because the Superbowl ads were not memorable or worth talking about. People talked, but it was mainly negative. Being just a bit clever and/or technically good is nowhere near enough. Talking down at the viewer bombs. And being plain stupid is unforgivable. So, what is missing? Storytelling skills, heart and magic. Real, tough-earned creative that pushes the viewer to something new, surprising, fun. All those brands, all those agencies, all that money, and that’s the best that can be done? Fail. Here's a Heineken ad, The Entrance, an ad that would have fit the bill. - Tuija Seipell
Madrid-based illustrator, engraver and painter Gabriel Moreno is attracting attention with his great illustrations. His latest work with the Jüng von Matt/Limmatt agency in Zurich for the 80-year-old Swiss shoe brand Vögele plays a fun visual trick.
You need two takes to figure out that you are looking at an illustration with real feet/legs and real shoes. Somehow the eye fights this reality, trying to convince you that it is all the same; either all illustration or all “real.” A perfect example of a creative idea that has not yet been overused and therefore it delights and surprises. Which is what we want. - Tuija Seipell
DDB Paris created this simple, fun “Escape Machine” experience for the French travel company Voyages SNCF.
Menacing, glowing black cubes wait till someone goes close enough. Then the cube asks where the person would like to travel. Pushing the red button produces a crazy celebration, complete with gigantic walking kisses, and provides the wishers large, customized mock tickets to their destination. Watching the faces of the onlookers is just as much fun as the experience itself!
The underlying message is that the company’s Escape service lets you travel to any destination you want. DDB Paris with executive creative director Alexandre Harve created this, as it did last year’s flash-mob “Welcome Service” scenes for Voyages SNCF. - Tuija Seipell
'L'Odyssée de Cartier' which premiered worldwide on March 5th is a three and a half minute film celebrating the jewellery house’s 165 years of history.
According to the Telegraph, Cartier UK’s executive chairman Arnaud M. Bamberger said at a preview at Cartier’s London HQ: “This project has been treated like a real movie, we wanted the best special effects, a big director, an incredible model and props to intertwine with our incredible history.”
The stunningly dramatic film follows the brand’s iconic panther on a worldwide journey from St. Petersburg to China, India and Paris. L'Odyssée’s 110-member team was directed by advertising film director Bruno Aveillan. The original score was composed by Pierre Adenot. - Bill Tikos
San Francisco’s Bay Area Rapid Transit (BART) riders face an unexpected scene at the Montgomery Street Station. With a clever 3D illustration, the station’s tunnel is reborn as one of Utah’s scenic icons – the Delicate Arch in Arches National Park – Watch commuters experiencing the installation.
This ad is part of the Utah Office of Tourism’s (UOT) $2.2 million regional spring/summer Utah Life Elevated® campaign and it will stay in place till the end of June. It was created by UOT’s ad agency of the record for the past seven year, Salt Lake City-based Struck. The extensive regional campaign includes network TV commercials, digital outdoor, online display and social media promotion.
Struck executive creative director Steve Driggs explains that the forced-perspective feel of the tunnel installation started with a 3D illustrator scanning the entire tunnel in all of its dimensions, and continued with the scans being plotted based on GPS coordinates in a 3D architectural rendering program. The result does give experiential advertising a cool, new dimension. - Tuija Seipell
What a cool ride so far!
The Cool Hunter was born seven years ago. I never thought it would lead to what we have today.
It started as a newspaper column and, surprisingly, grew quickly into a globally syndicated column.
When TCH went online, the number of subscribers and readers it drew immediately was astounding. There was clearly a pent-up need for the type of material we were featuring.
Our enthusiastic readers were not just regular people, but editors and reporters from all other media, as well as brand managers, marketing executives, CEOs, designers – professionals whose job it is to know about, and create, innovative ideas, cool products, exceptional communications, fantastic events.
Over the years, well-known brands started contacting us for help and ideas with advertising and marketing.
Our daily exposure to literally hundreds of brands, designers, architects, artists, ideas, design images and PR material has given us not just a super-solid view of what is out there and what stands out, but also access to the best talent in the world.
Of course, most of what we see is not remarkable. Which is why we knew there was yet another niche, and we established ACCESS agency to meet those needs, to help brands stand out from the mediocre, boring sameness.
Mini Pram and Supermarket Trolleys
Since those times, we have worked with great brands, from Swarovski and Gucci to Nike and Mattel.
We do not always showcase all of ACCESS’s work here, but we wanted to show you some of the fun ideas we’ve created for the many Mini offices that have contacted us over the years.
It has truly been a cool ride so far! - Bill Tikos
Mini Rickshaw Tourist Bikes in Athens
Mini Indoor Drive-In Cinema to launch the Mini Countryman in Italy
See more at Access Agency
We’ve said this many times but we’ll repeat it again: Complicated is easy, simple is difficult. When we see work like this student entry to the New York-based Graphis magazine’s New Talent Annual competition of 2012, we feel like cheering!
Design Student Maxwell A. Davis of London’s Central Saint Martin's College of Art and Design created this stunning poster for mock client WWF using exquisite images and avoiding all visual and verbal clutter. Effective, stunning and informative. Not an easy feat - Bill Tikos
Billboards are meant to distract and annoy, to draw attention and to not fit in. In its recent on-street ad campaign, IBM promotes its People for Smart Cities Program with billboards that are even more invasive.
Ogilvy & Mather France took the concept of the board and bent it into shapes that could – with some effort – be seen as solutions for a somewhat smarter city, London and Paris in this case. A board bends to become a bench, a rain shelter or a ramp over stairs.
It is still visual clutter, it is still preaching something, but at least it is doing it with a bit more imagination than just pushing a loud message. How many citizens actually paid attention to IBM’s message on the street while perusing the practical benefits of the boards, we don’t know, but the social media attention this campaign is achieving has certainly worked its magic. We certainly found ourselves deep in the depths of IBM’s Smarter Planet, Smarter Cities site, reading white papers and studies about retail and merchandising. - Tuija Seipell