Sidewalk Billboards that Double as Furnished Walls for Thai Houses
Sidewalk billboards — which generally stay up a few weeks — are used readily in Thai cities. When a campaign has run its course, the local government removes the old boards and many of them end up being recycled by underprivileged people for the construction of their homes.
HomePro, one of the biggest household hardware and furniture stores in Thailand, came up with an ingenious campaign to both advertise to — and help — Thai citizens. On one side of their boards, there's an ad. On the backside, the boards are decorated with nice wallpaper designs and fixtures such as shelves, hangers, and lights — that can integrated in people's homes as useful walls.
Advertising that serves a greater purpose. Impressive thinking.