*아이비엠 스마터 빌보드 캠페인 IBM's Smarter Cities Billboard Campaign

아이비엠이 제안하는 캠페인은 스트리트 퍼니쳐와 광고가

결합된 새로운 형태의 도시 오브제를 제안한다.

이러한 능동형 디자인은 가로활동을 보장하는 다양한 편익시설을

보행자에게 다양한 형태로 제공하는 동시에

광고를 기재함으로써 설치물을 이용하는 보행자가

적극적으로 광고를 살펴보게 한다.

reviewed by SJ

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.

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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.

from  thecoolhunter