Conceived by BBDO Bangkok for Thailand-based DIY store HomePro, the creators of the initiative realized that those who can’t afford proper accommodation were using old advertisement boards as makeshift walls for their homes. Instead of its usual road-side billboards, HomePro called on the creative agency to build more sturdy boards which had the advertisement on one side, with pleasant wallpaper and fittings such as shelves and hangers on the other. When those scavenging for materials eventually took the boards, they were able to create a safer home as well as enjoy more pleasant and practical surroundings. The video below shows how the campaign worked:
Thailand billboards can be used to build homes when they’re not in use [Springwise]
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