The World's First Billbed help homeless in Pakistan

There are an estimated half a million homeless people in every main city in Pakistan. Most are labourers who work hard during the day and have nowhere to sleep at night.Nowhere but the pavements. With Pakistan’s leading mattress brand MoltyFoam’s promise of a good night’s sleep, agency BBDO Pakistan saw an opportunity to help and provided a solution to people sleeping outdoors… by using outdoor. “We designed the world’s first BillBed. A billboard designed from the product itself. By day the BillBeds advertised the brand, and by night – with a simple flick – they transformed into comfortable beds”. The weatherproof BillBeds were placed in over 150 locations in 9 major cities across Pakistan, at locations we knew would benefit homeless labourers the most.
[youtube width=”300px” height=”200px”]eDFW_s754x4[/youtube]
Via: Campaignbriefasia