#AdOfTheDay Year: 2013 Title: Outdoor As Utility (Bench, Ramp, Shelter) Client: IBM Team: Ogilvy Paris
Ogilvy and Ogilvy Paris, The IBM "Smart Ideas for Smarter Cities" campaign from 2013 is a testament to innovation in urban design. By transforming ordinary outdoor elements into multifunctional utilities like benches, ramps, and shelters, IBM and Ogilvy Paris have sparked a revolution in city planning. This initiative not only enhances urban landscapes but also promotes inclusivity and accessibility, making cities more livable for everyone. It's a reminder that creativity and technology can harmoniously shape our environments, offering practical solutions that resonate on both practical and emotional levels.
Ogilvy Ogilvy Paris kind of a shame the ramp you made on the stairs isn't wheelchair accessible, nor does it include a rail 😑 #accessibilitymatters
This campaign by IBM certainly stands as a testament to Ogilvy Paris' innovative thinking and creative prowess. What really impresses me is how the team managed to transform something as mundane and commonplace as outdoor utilities into an engaging, interactive ad campaign. Ogilvy The 'Outdoor As Utility' concept not only showcased IBM's commitment to enhancing everyday life through technology but also highlighted the potential of outdoor advertising to go beyond mere visuals and serve a practical purpose. This ad effectively blurs the boundaries between form and function, demonstrating that good advertising can be both aesthetically pleasing and utilitarian. A shoutout to Ogilvy Paris for this brilliant execution - it's no wonder why it still resonates with us years after its launch!
In creativity, being simple is not the skill that you learn in colleges but hone over a long period of time. Friends, it is tough. Ogilvy is one such place where this is nurtured. And gladly so.
We can certainly learn a thing or two from European design
This campaign was launched some years ago. However and personally speaking it targets to many audiences not just to one target audience; specifically talking the I.T. industry. The goal of this campaing is to build up its branding among some audiences with these executions, which creatively speaking by the way, are not experiential marketing. Just to be clear...
When it’s June 25th in the marketing team and you need to spend 5 million or lose it next year.
As they say, smart cities improve the quality of life — timeless design from 2013.
Chief Communications Officer (CCO) Pharma, Healthcare & FMCGs
1moIn contemporary marketing, traditional advertising concepts are occasionally employed with strategic ingenuity. Despite being perceived as "traditional" by some, these methods retain their efficacy through their straightforward text and design. Such simplicity often enhances the clarity and impact of the message, making it more accessible and memorable to the target audience. Additionally, integrating traditional advertising principles with modern digital tools can result in innovative campaigns that leverage the best of both worlds, thereby maximizing reach and engagement. Traditional concepts such as storytelling, emotional appeal, and brand consistency continue to be relevant, providing a foundational framework upon which contemporary strategies are built.