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?