Ogilvy France and IBM win Cannes Lion for Outdoor with useful billboards
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Ogilvy France was awarded this year’s Outdoor Lions Grand Prix award at the Cannes Lions International Festival of Creativity, for its work on IBM’s ‘People for Smarter Cities’ campaign. The campaign fused traditional outdoor and interactive advertising, creating billboards which doubled up as street ‘furniture’ for passers-by.
Te award was sponsored for the fourth consecutive year by Clear Channel Outdoor.
William Eccleshare, CEO of Clear Channel Outdoor, said: “This year’s Grand Prix Outdoor Lions winner for IBM demonstrates how the most simple of ideas, executed in an innovative way, can lead to an interactive and brilliantly original campaign. While outdoor presents almost limitless possibilities for creativity, this campaign shows how engaging people in the most personal of ways can lead to the most exciting results. Through its creative approach, it also offered the public a whole new perspective on outdoor advertising, demonstrating how it can become part of the fabric and identity of a city.”
President of the Outdoor Lions jury Tony Granger praised the IBM campaign as “classic outdoor”. He said: “We’d like to give the Grand Prix to work that could only live in outdoor.”
Mr. Granger, who is global chief creative officer of Young & Rubicam, said the campaign brings IBM’s smarter cities strategy to life, and “the design is great.”
