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Sean Stell, art director
Greg Buri/Basil Douglas Cowieson, associate creative directors
Ben Purcell/Steve Yee, creative directors/directors
Colin Jeffery, executive creative director
David Angelo, chief creative officer
Seaton Lin, director of photography
Ronnie Shatto, editor
Spinach, editorial company
Black Iris, music company
Jonathan Carpio/Kara Fromhart/Tonya Nelson, producers
Aileen Shaw, executive producer
Grandesign Media Services, production company
David&Goliath, ad agency
Weingart Center, client

In Los Angeles, there are more than 50,000 people that live on the streets. So we partnered with the Weingart Center and set out to create a difference. In phase one, our goal was to help the homeless find a new place to call home. Working with a street artist, we sketched around homeless volunteers to create a scene of a different 'home.' We drew bedrooms, dining rooms and living rooms on the streets around the individuals. People walking by could help 'Text Them Home.' This non-traditional ambient campaign showed the world what was possible if people simply changed their perspective. In phase two, we wanted to make locals aware of the number of homeless that die on the street everyday. To illustrate that point, we created coffins out of the same cardboard that the homeless sleep on. Each coffin was printed with the message, 'Every day in LA, one person who sleeps on the street, dies there.' Then we placed the coffins in high traffic areas with a human body in each. People could then make donations and help the deaths diminish. Usually advertising isn't a matter of life or death. But for this campaign, in fact it was.


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