IBM launches new interactive billboards

IBM has launched a collection of advertising billboards that transform spaces into usable infrastructure for the public.

The Smarter Cities campaign, developed in partnership with Ogilvy, aims to change the view that ads are often intrusive or offensive, and instead provide something useful for outdoor spaces.

Influenced by graphic designer Paul Rand from the 60s and 70s, the billboards include one that doubles up as a rain shelter, one that can be used as a bench, and another as a ramp over stairs.

“We were looking for an idea that reached regular citizens as well as city leaders,” said Susan Westre, executive creative director at IBM.

“That’s how outdoor became the medium. IBM is a strong believer in providing ‘utility’ in its communications – from offering useful information and facts to educational experiences.”

Westre added that suitable billboard location can sometimes be tricky and take a while to gain city government approval, as you have to comply with all of the city regulations, which vary from place to place.

In order to avoid this, Westre explained that IBM’s media team looked for privately owned spaces with owners that might be more flexible about experimenting with the advertising.