IBM Smarter Cities campaign. Ogilvy Mather, France. Kaan said "This one is an IBM smart cities campaign product/ad. It is great because it is intelligently complementing the ad with the functionality of the design, so perfectly that the audience really gets the idea of the “Smarter Cities” out of this design."
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This ad is creative because it causes the people that were outside smoking to throw their finished cigarettes into the lungs to represent how bad it is for you. This ad is associated with fear because you can visually see that it is dangerous to do.