Ogilvy France creates useful posters for IBM

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

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.

You can buy Creative Review direct from us here. Better yet, subscribe, save money and have CR delivered direct to your door every month.

CR for the iPad

Read in-depth features and analysis plus exclusive iPad-only content in the Creative Review iPad App. Longer, more in-depth features than we run on the blog, portfolios of great, full-screen images and hi-res video. If the blog is about news, comment and debate, the iPad is about inspiration, viewing and reading. As well as providing exclusive, iPad-only content, the app updates with new content throughout each month. Get it here

  • Ed

    Stunts for the client are fine when they work as they’re just another execution method for whatever ad idea. My problem with the idea of putting that stuff online for a wider audience (or second life as you call it) is that they’re more about promoting the ad agency than selling stuff for the client.

    “look how clever our stunt idea was” rather than “IBM do clever things for people”

  • There’s one major flaw in that video — Skateboarders wouldn’t sit on it, they’d session the f*ck out of it.

  • Nicely done! Great to see useful things couple with advertising.

  • LoveDesignInspire

    Very clever! i like it.

  • Miki

    I just think the edges should have been rounded for safety purpose. They look kinda sharp right now. Other than that, loving the bold colour block look and think the idea is simple and smart.

  • well executed simply brilliant concept

  • Designing these stunts with online in mind is fine, as long as the original idea has integrity: it’s just a means of broadcasting the idea to a much wider audience, after all. I agree with Ed, though, that the stunt should always be about promoting the client’s message, not the agency.

  • Being an ADVERTISING agency surely after a successful and effective campaign, marketing their ideas for prospective clients and “showing off” online is the next logical step, both the agency and client benefit with further exposure.

    Well done, a nice simple message and great advertising.