Industry: social responsibility
Services: ATL communication - TV, print, OOH & spectacular OOH, guerrilla campaign
We initiated this campaign by first listening stories of several homeless people. In all of them, repeatedly, there is one detail that drove our attention. Not many years ago, these people were well-integrated in the society. One day they disappeared, ended up on the streets, unrecognizable even for their relatives. We captured their misfortune by showing a slow but irreversible transformation, the way they’ve re-formed from respected citizens to homeless and hopeless people. Thus, the stages of their transformation became the main sequence of our call for awareness.
ART DIRECTOR: TINC RADU
COPYWRITER: LUCIAN URDEA
PRODUCTION: NEW FOLDER