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Ogilvy France creates useful posters for IBM

Advertising

Posted by Creative Review, 6 June 2013, 10:35    Permalink    Comments (8)

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?

 

Credits
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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8 Comments

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"
Ed
2013-06-06 12:26:06


There's one major flaw in that video — Skateboarders wouldn't sit on it, they'd session the f*ck out of it.
Andy Russell
2013-06-06 13:35:56


Nicely done! Great to see useful things couple with advertising.
bluepigcreative
2013-06-06 14:30:04


Very clever! i like it.
LoveDesignInspire
2013-06-07 15:35:00


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.
Miki
2013-06-10 13:57:16


well executed simply brilliant concept
Peta
2013-06-11 10:24:21


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.
Danny Gosling
2013-06-11 14:53:31


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.
Gerard T
2013-06-11 15:45:38


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