To launch its new ideas platform, called "Smart Ideas for Smarter Cities," IBM worked with Ogilvy and Mather France to design ads that make urban life slightly easier. By adding simple curves, or using standard materials in clever ways, the partnership produced ads that double as benches, ramps, and awnings for cover from the elements.

IBM has a strong reputation with advertising and sponsorship. In 1977 it funded the Eames Studio classic, "Powers of Ten".