Product / ServiceMATTRESSES
CategoryA02. Creative Innovation (incl. business solutions in association with a brand or creative campaign)
Entrant Company BBDO PAKISTAN Lahore, PAKISTAN
Advertising Agency BBDO PAKISTAN Lahore, PAKISTAN


Name Company Position
Muhammad Ahmed Mustafa BBDO Pakistan Senior Art Director / Concept
Assam Khalid BBDO Pakistan Strategic Planning Director
Aamir Allibhoy BBDO Pakistan General Manager
Sahar Mullick BBDO Pakistan Associate Creative Director
Ali Rez BBDO Pakistan Creative Director
Imran Khan BBDO Pakistan Junior Art Director
Atif Pasha BBDO Pakistan Production Manager
Faisal Durrani BBDO Pakistan Deputy General Manager
Assam Khalid BBDO Pakistan Creative Director
Idrees Hussain BBDO Pakistan Senior Account Manager
Muhammad Ahsan Video / Photography
Mujtaba Hussain Shah Director of Photography / Cinematographer
Ali Rez BBDO Pakistan Art Director
Madeeha Noor BBDO Pakistan Creative Director
Muhammad Moiz Khan BBDO Pakistan Photographer


An estimated half a million homeless people sleep on the streets in every metro city of Pakistan. Most of them are out of town laborers who work hard during the day performing intense physical labor and have nowhere to sleep during the night. Nowhere but the hard pavements. Moltyfoam, Pakistan’s largest manufacturers of mattresses, decided to help. With our promise of a good night’s sleep, we provided a solution to people sleeping outdoors. By using outdoor. We designed the world’s first BillBed – a billboard that converts into a bed at night. We put up 150 BillBeds across 9 cities with a budget of less than $20000.

The Brief

Pakistan's leading mattress brand, MoltyFoam, had suffered a decline in brand love and we needed to prove our goal of providing a good night's sleep to everyone - regardless of their background. There are an estimated half a million homeless people in every metro city of Pakistan. Most are out town laborers who work hard during the day and have nowhere to sleep at night. Nowhere but the hard pavements. We saw an opportunity to help and decided to provide a solution by transforming outdoor advertising by use of innovation.

With MoltyFoam's promise of a good night’s sleep, our strategy was to help the people who needed it the most; the homeless laborers who slept on the hard pavements. We decided to provide a highly innovative 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. This was done using a simple mechanism: the billboard turned around from a vertical to a horizontal position. The weatherproof BillBeds were placed in over 150 locations in 9 major cities across Pakistan, at locations we knew would benefit homeless laborers the most. This was the first time in Pakistan where the creative execution was the product itself, and the first time an existing media system was adapted and changed into something so useful. Rather than just spend money on static billboards, we decided to turn them into functional devices that would actually help people get a good night's sleep. 8 months since the launch of our campaign, we continue to add 15 BillBeds in new locations every month.

With its utter simplicity of design and compassion, the campaign went viral on social media, attracting the attention of politicians and celebrities alike who took notice of the situation, raising awareness of the plight of these laborers. Even though our goal was strictly CSR, the campaign renewed people’s love for the brand and ended up raising sales by 2%, a significant increase for a 'life event' product. In a recent survey, brand love had increased by 68%, while purchase intent rose by 82%. Most importantly though, by making an innovative change to an existing outdoor advertising system, we provided a good night's sleep to countless homeless laborers, something they truly appreciated. Same laborers even reported that a better night's sleep allowed them to work more the next day, thereby raising their income.