Spot the non-deliberate indication that this is scam

I’m sure I put this up earlier in the year.

Then someone (thanks, S!) pointed something out that makes it fairly clear that this has been created entirely for the purpose of entering awards.

Aside from the clearly set-up scenarios of people ‘using’ the posters (the girl taking her luggage up the ramp looking at the poster is particularly contrived) there’s one obvious pointer to the fact that these did not run with the intention of persuading the majority of people of walked past them to give a shit about IBM.

Shame the D&AD jurors didn’t spot it.

Can you?