The Practical Power of Advertising

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Back in 2013, IBM launched their People for Smarter Cities initiative, a web community designed to foster and promote ideas that would make contributor’s cities better.

The concept was great. The advertising? Even better.

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Designed by French agency Ogilvy, the trilogy of billboards were as audacious as any in the medium, but their practicality was defining. It was groundbreaking, but simple and subtle. That’s why instead of being dismissed, or simply ignored, the campaign reached viral status across social media.

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Ogilvy won one of the industry’s most prestigious awards, the Outdoor Lion Grand Prix Award at the Cannes Lion International Festival of Creativity, for their work on the project. In doing so, they beat out competitors who had spent months creating complex, unique campaigns for some of the world’s largest companies.

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And all it took was a bend in the board.

https://www.youtube.com/watch?v=3oVMfjO6AAg

Visit People for Smarter Cities here.

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