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. 4×3 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 4×3 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.”
Image Credit: Wunderman Thompson Morocco
