RainCity Housing is a Canadian organization that provides housing and support services for the homeless. To raise awareness about the issue, Vancouver's Spring Advertising created two out of home ads that recast the lowly park bench as a home -- which is how the homeless are forced to see it. One was functional: When it rained, it transformed into a shelter for those who needed it. Another used glow-in-the-dark paint so at night, the words "This is a Bedroom" would appear on it.
The effort is somewhat reminiscent of IBM's award-winning "Smarter Ideas" campaign, where outdoor ads doubled up into something useful, such as a rain shelter in one instance.