Useful Advertising

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A brilliant new ad campaign by IBM’s People for Smarter Cities project turns the ads themselves into useful urban “props,” helping actually make cities smarter in their clever designs. The incredibly simple concept consists of clean, one-color billboards becoming: a bench for pausing and taking a seat; a ramp that drapes over concrete stairs; and a little arc-ed rain cover for ducking away from a storm. The great execution makes often-unwanted billboard advertising into people-friendly, useful tools for navigating urban life.

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