This campaign was a clever stroke by IBM

by The REJIGIT Blog

Billboards are often overlooked, annoying and ineffective however Ogilvy & Mather France took billboard advertising to another level. A series of outdoor IBM billboards in Paris function as a bench, a shelter and a ramp over stairs and the concept is both interactive and of tangible assistance. The purpose of the campaign is to "spark positive change" and “unite city leaders and forward-thinking citizens” promoted by IBM’s People for Smart Cities Program.

By simply adding a curve to the billboards , they were able to create an interaction with the advertisement which helped people in a time of need.