Raising the Roof | Coming Soon - Outdoor/Ambient

People's concern for the homeless is surprisingly selfish. Once they donate to the cause - they feel they've done a good deed, and it's out of sight, out of mind. To get people to see homelessness as an issue, we had to make the issue of homelessness a personal problem. We staged a hoax in an affluent Toronto neighbourhood - and homelessness hit home.

Outdoor/Ambient 2015

Credits:

Group Creative Directors: Steve Persico, Anthony Chelvenathan

Producer: Franca Piacente

Director: Angie Bird

Group Account Director: Natasha Degenais

Production House: Skin and Bones