Campaign: People for Smarter Cities
Agency: Ogilvy & Mather France
This campaign is innovative for a number of reasons. The first is that it caters to the customer first. This piece of advertising does not just scream at people walking by to pay attention (which is what it often feels like when you walk down the streets of New York everyday). The campaign, much like IBM’s brand, seeks to help the consumer with their everyday needs and provide a service.
The other, more obvious piece of innovation is the piece itself. The minimalist design drives the idea of innovation, and how to create a solution to everyday problems through one simple alteration.
I’m sure I’ll see many ads in the next few months trying to think “off the wall” like this soon, but IBM will be the root of that movement in my mind. The number one takeaway is that the ad gives to the consumer before asking for any participation.