Levina
BANNED
- Joined
- Sep 16, 2013
- Messages
- 15,278
- Reaction score
- 59
- Country
- Location
I think this idea is awesome and that more such initiatives should be taken (not just in Pakistan but outside it too). I'm sure the homeless labourers must be thankful to the person who came up with this idea.
I had to share it here.
From billboards to beds: Master Moltyfoam leverages outdoor in unique way
October 24, 2014
BBDO Pakistan, in collaboration with Master Moltyfoam recently launched an outdoor campaign with a social purpose. The campaign involved installing billboards for Moltyfoam that could be converted into beds at night. These convertible beds have been placed across nine cities including Faisalabad, Gujrat, Gujranwala, Lahore, Multan, Rawalpindi and Sialkot. The idea is not entirely new; BBDO Pakistan first launched a similar outdoor campaign in June 2013 to advertise the agency itself.
Aurora caught up with Madeeha Noor, Executive Creative Director at BBDO Pakistan to find out more about the campaign.
But first here’s a look at two videos used to highlight the campaign. The first video is from June 2013 when BBDO used the idea for itself, while the second shows how the idea was leveraged for Master Moltyfoam.
On the objective of this campaign: “To use the ‘big bad world of advertising’ to do a bit of good – not just advertise but advertise in a way that makes a difference.”
On executing an idea for Master Moltyfoam which had previously been done by BBDO to advertise itself: “We had pioneered the project on a small scale as an agency initiative limited to two boards in Lahore. Master Moltyfoam was so inspired by the idea that they proposed investing in multiple beds across Punjab to make it even more impactful. Businesses worldwide are moving towards giving something back to the society – this is a small step and only the stage one of installing more beds in near future.”
On factors taken into consideration when choosing the installation sites: “[We chose] larger towns where people from nearby satellite localities migrate to, looking for manual work. Installations were done after earmarking areas where labourers generally congregate to sleep at night. Many such localities exist in bigger cities – we simply identified the key ones.”
On the total number of beds/billboards installed overall: “[The beds were installed in] nine cities – 20 beds installed initially, with over 200+ beds in production ready for installation by November.”
On the total duration of this campaign: “It started in June 2013, was picked up by Master Moltyfoam in 2014, and is currently ongoing.”
On measures taken to ensure the maintenance and hygiene of the beds: “The padding was done with Rexene, which is long lasting, durable and most importantly withstands all outdoor conditions with minimum upkeep.”
On CSR initiatives in Pakistan: “Pakistan is a country which is constantly portrayed in an intensely negative light. We believe even when we do a little something here that helps people, it goes a long way.”
I had to share it here.
From billboards to beds: Master Moltyfoam leverages outdoor in unique way
October 24, 2014
BBDO Pakistan, in collaboration with Master Moltyfoam recently launched an outdoor campaign with a social purpose. The campaign involved installing billboards for Moltyfoam that could be converted into beds at night. These convertible beds have been placed across nine cities including Faisalabad, Gujrat, Gujranwala, Lahore, Multan, Rawalpindi and Sialkot. The idea is not entirely new; BBDO Pakistan first launched a similar outdoor campaign in June 2013 to advertise the agency itself.
Aurora caught up with Madeeha Noor, Executive Creative Director at BBDO Pakistan to find out more about the campaign.
But first here’s a look at two videos used to highlight the campaign. The first video is from June 2013 when BBDO used the idea for itself, while the second shows how the idea was leveraged for Master Moltyfoam.
On the objective of this campaign: “To use the ‘big bad world of advertising’ to do a bit of good – not just advertise but advertise in a way that makes a difference.”
On executing an idea for Master Moltyfoam which had previously been done by BBDO to advertise itself: “We had pioneered the project on a small scale as an agency initiative limited to two boards in Lahore. Master Moltyfoam was so inspired by the idea that they proposed investing in multiple beds across Punjab to make it even more impactful. Businesses worldwide are moving towards giving something back to the society – this is a small step and only the stage one of installing more beds in near future.”
On factors taken into consideration when choosing the installation sites: “[We chose] larger towns where people from nearby satellite localities migrate to, looking for manual work. Installations were done after earmarking areas where labourers generally congregate to sleep at night. Many such localities exist in bigger cities – we simply identified the key ones.”
On the total number of beds/billboards installed overall: “[The beds were installed in] nine cities – 20 beds installed initially, with over 200+ beds in production ready for installation by November.”
On the total duration of this campaign: “It started in June 2013, was picked up by Master Moltyfoam in 2014, and is currently ongoing.”
On measures taken to ensure the maintenance and hygiene of the beds: “The padding was done with Rexene, which is long lasting, durable and most importantly withstands all outdoor conditions with minimum upkeep.”
On CSR initiatives in Pakistan: “Pakistan is a country which is constantly portrayed in an intensely negative light. We believe even when we do a little something here that helps people, it goes a long way.”
Last edited:
. Great Idea.