We've said it before, but we love ideas that take the message of a campaign, incorporate a traditional medium to create an advertisement that expresses that message in a fuller way. It's memorable, effective, and exponentially increases the reach of your advertising, thereby making your ad budget work harder.

This month's Good Media Idea comes from Oglivy & Mather, Paris and is an out of home campaign for IBM's Smarter Cities. Since the message was smarter cities, they created outdoor ads that were functional - adding a curve to become a bench or shelter, or slanting up stairs to become a ramp for a bike. It's brilliant, and effectively communicates the message of the campaign by making the cities where they appear smarter. Plus, as this short video from Ad Week shows, people were taking pictures of the ads, impacted by it's creativity and thus it's message. Out-of-the-box out-of-home: that's a Good Media Idea.