These foam billboards create roadside beds for homeless laborers in Pakistan. The Billbed from MoltyFoam advertises the mattress company during the day and turns into a bed at night time. While this might not be a suitable shelter solution, it will at least help those in need get a more comfortable sleep.
On average, every major city in Pakistan has a homeless population of 500,000 individuals -- a number mostly composed of laborers who have nowhere else to go. MoltyFoam has already installed 150 Billbeds throughout the country. Conceived by BBDO, the beds for homeless people won a Bronze Lion award in Cannes.
This initiative indicates how traditional advertising can be used to benefit the community and have a multitasking element.