How many times did you think that advertising is all about encouraging consumption? Homepro, in collaboration with BBDO Bangkok, recently proved that advertising can bring happiness without the need to buying something.
Homepro is one of the largest home supplies company in Thailand. Every year the company advertises through a poster and sidewalk signboard with one side benefit. After the campaign is over most of the times the signboards are destroyed by the government. On the other side, it seems that many of these signboards are used by poor Thai people to build and maintain their homes.
Last year HomePro decided to make its signboards worth more than just advertisements. This is how the company dedicated the other side of the signboards to the improvement of the poor people’s life. How? Well, while one side was used as usual for advertising, the other one was outfitted with nice wallpapers and useful objects (that usually people have in their homes) as shelves, hangers, mirrors, lamps, hooks. After the campaign was over, people could take these billboards home and use them to remodel their homes.
The HomePro’s initiative was named “The Other Side Project”.
Watch here a video that captured the emotional moments when poor people enjoyed the useful signboards.
“The Other Side Project” was also appreciated at Clio Awards, the world’s most recognized international advertising awards competition, where Homepro won a Gold Outdoor CLio.
What do you think about this way of using advertising?
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