Cannes Contenders: BBDO Pakistan
How will Asia Pacific perform at Cannes this year? In the lead up to the Festival, Campaign Brief Asia will be showcasing the work we hope will impress the judges…
BBDO Pakistan
There are an estimated half a million homeless people in every main city in Pakistan. Most are labourers who work hard during the day and have nowhere to sleep at night. Nowhere but the pavements. With Pakistan’s leading mattress brand MoltyFoam’s promise of a good night’s sleep, we saw an opportunity to help and provided a solution to people sleeping outdoors… by using outdoor. We designed the world’s first BillBed. A billboard designed from the product itself. By day the BillBeds advertised the brand, and by night – with a simple flick – they transformed into comfortable beds. The weatherproof BillBeds were placed in over 150 locations in 9 major cities across Pakistan, at locations we knew would benefit homeless labourers the most.
Want to showcase your agency’s best chances at Cannes this year? Open to all Asian based agencies planning on entering Cannes this year. Just email kim@campaignbrief.com with a paragraph or two on each of your best chances. No more than 6 per agency. Include a link to the case study/TVC or supply jpegs if it is print.