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These billboards by creative agency Ogilvy & Mather stretch outwards to double as street furniture.
Designed for IBM's Smarter Cities campaign, the strategy fuses advertising with helpful additions to the street such as benches, shelters and ramps.
Ogilvy & Mather designed one billboard that curves over at the top to form a rain shelter and another that peels up from the wall to create a seat. A ramp covering steps assists those wheeling bicycles or suitcases through the streets.
Each ad uses simple graphics in bold colours to represent its function, with text encouraging users and passers by to interact online.
The billboards were first launched in London and Paris, and IBM intends to roll out the designs across other cities around the world.
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