Conceived by BBDO Bangkok for Thailand-based DIY store HomePro, The Other Side campaign shelters poor people in Thailand after the roadside advertisements serve their commercial use.

The Other Side refers to the other of the billboards that aren't being used for advertisements, as they have been designed to be furnished as they get used to build homes for families.

People in Thailand already have been using billboards to protect themselves from cold and rain. The philanthropic campaign helps these families build more sturdy and pleasant homes to live in while providing bare necessities that essentially get funded by the companies who contract the billboards.

The campaign offers efficient solutions for people's housing problems with low-cost funding. It is a fantastic idea that is novel and admirable.