Ogilvy France has created a series of outdoor ads which double as variously a shelter, a seat and a ramp as part of its People for Smarter Cities IBM campaign
As the film below explains, adding a simple curve can turn a billboard into something with an additional use, although the placement of the ads and the lack of any media company branding around them suggest that they are very much one-offs, created in order to be documented and spread online.
This blurring of the lines between what’s ‘real’ and what is a ‘stunt’ is increasingly prevalent and interesting. More and more we are seeing ideas from agencies which seem to have been made principally in order to generate a secondary life online. Does it matter if your poster or live stunt was only seen in reality by a handful of people when it goes on to be viewed hundreds of thousands or even milions of times as a Vimeo or YouTube film?
Ad agency: Ogilvy & Mather France
Chief Creative Officer: Chris Garbutt
Executive Creative Director: Susan Westre
Art Director: Daniel Diego Lincoln
Copywriter: Lauren Elkins/Andrew Mellen
Concept: Daniel Diego Lincoln/Stephane Santana
Photographer: Bruno Bicalho Carvalhaes
Agency Supervisor: Muriel Benitah, Mary McFarland
Pink Floyd fans may recognise the cover of our June issue. It’s the original marked-up artwork for Dark Side of the Moon: one of a number of treasures from the archive of design studio Hipgnosis featured in the issue, along with an interview with Aubrey Powell, co-founder of Hipgnosis with the late, great Storm Thorgerson. Elsewhere in the issue we take a first look at The Purple Book: Symbolism and Sensuality in Contemporary Illustration, hear from the curators of a fascinating new V&A show conceived as a ‘walk-in book’ plus we have all the regular debate and analysis on the world of visual communications.
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