# Billboard-Transformed Tent Shelters Wunderman Thompson Morocco Creates the Life-Saving Outdoors By Amy Duong | Published 2023-12-25 | Art & Design Source: Trend Hunter, https://www.trendhunter.com/trends/lifesaving-outdoors References: [designtaxi](https://designtaxi.com/news/425879/Hundreds-Of-Billboards-Turned-Into-Tents-To-Provide-Shelter-After-Earthquake/) & [wundermanthompson](https://www.wundermanthompson.com/work?office=morocco&utm_source=DesignTAXI&utm_medium=DesignTAXI&utm_term=DesignTAXI&utm_content=DesignTAXI&utm_campaign=DesignTAXI)  Following the tragic earthquake in the Marrakech Al Haouz region, Wunderman Thompson Morocco works together with the Jood NGO to launch the Life-Saving Outdoors initiative. This project transformed outdoor billboards into tents to provide shelter for the homeless. 4x3 billboards were repurposed and made from premium thermal fabrics to function as [durable thermal tents](https://www.trendhunter.com/trends/nokken-softshell-tent) with waterproof capabilities. Creative director at Wunderman Thompson Morocco, Nabil Sarih states, “The Life-Saving Outdoors concept encapsulates the potential of each converted 4x3 outdoor billboard to serve as a [temporary refuge for families](https://www.trendhunter.com/trends/anduhyaun-emergency-shelter) of more than eight during critical times. It provides an essential shelter, albeit temporarily, when much needed. However, its impact goes beyond simply providing shelter but also rejuvenating old billboards and [giving] it a noble second life, demonstrating their ability to be reused for vital initiatives.” Image Credit: Wunderman Thompson Morocco ## Trend Insights (Trend Hunter) - Score: 2.1/10 - Popularity: 16% | Activity: 28% | Freshness: 20% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Art & Design](https://www.trendhunter.com/artdesign) ## Key Themes ### Why This Trend Is Growing - **Outdoor Billboard Repurposing:** Repurposing outdoor billboards into tents for shelter demonstrates the potential for creative reuse of existing structures. - **Durable Thermal Tents:** Creating thermal tents from premium fabrics showcases the innovation of combining durability and thermal insulation for temporary shelters. - **Waterproof Billboard Shelters:** Transforming billboards to be waterproof highlights the opportunity to provide reliable shelter in various weather conditions. ### Industries Being Reshaped - **Outdoor Advertising:** The outdoor advertising industry can explore new ways to repurpose billboards, creating positive social impact. - **Textile Manufacturing:** Textile manufacturers have the potential to provide durable and thermal fabrics for innovative shelter solutions. - **Non-governmental Organizations (ngos):** NGOs can partner with creative agencies to develop initiatives that repurpose existing structures for humanitarian purposes. ## Related on Trend Hunter - [Playful Creative Design Billboards](https://www.trendhunter.com/trends/3d-billboards.md) - [Sustainable Music Festival Campaigns](https://www.trendhunter.com/trends/no-tent-left-behind.md) - [Innovative Outdoor Advertising Campaigns](https://www.trendhunter.com/trends/outdoor-advertising-campaign.md) - [Deserted Island Billboards](https://www.trendhunter.com/trends/silk-spice1.md) - [Eco-Friendly Modular Refugee Shelters](https://www.trendhunter.com/trends/allspace-1.md) - [Sun-Framing Billboards](https://www.trendhunter.com/trends/daily-dose-of-vitamin-d.md) - [Humanized Waiting Pavilions](https://www.trendhunter.com/trends/de-wachtkamer.md) - [Charitable Live-Marketing Campaigns](https://www.trendhunter.com/trends/living-billboards.md) - [Interactive Garment Billboards](https://www.trendhunter.com/trends/sweaty-betty-all-good-in-the-hood.md)