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 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 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."
Billboard-Transformed Tent Shelters
Wunderman Thompson Morocco Creates the Life-Saving Outdoors
Trend Themes
1. Outdoor Billboard Repurposing - Repurposing outdoor billboards into tents for shelter demonstrates the potential for creative reuse of existing structures.
2. Durable Thermal Tents - Creating thermal tents from premium fabrics showcases the innovation of combining durability and thermal insulation for temporary shelters.
3. Waterproof Billboard Shelters - Transforming billboards to be waterproof highlights the opportunity to provide reliable shelter in various weather conditions.
Industry Implications
1. Outdoor Advertising - The outdoor advertising industry can explore new ways to repurpose billboards, creating positive social impact.
2. Textile Manufacturing - Textile manufacturers have the potential to provide durable and thermal fabrics for innovative shelter solutions.
3. Non-governmental Organizations (ngos) - NGOs can partner with creative agencies to develop initiatives that repurpose existing structures for humanitarian purposes.