From the Gregory Project website:
Cities are engulfed with rigid constructions for billboard advertisement which are expensive to put up, maintain and their subsequent renting is a costly venture. The Gregory project brings optimization to the construction of billboard structures in a way that the insides of these, after the extension, could be turned into a living space. Such an object would need just a minimal maintenance cost which could be partially paid through the rental of its advert space.
I like that this is solution oriented.