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Transparent Man

basics
Industry: Public interest & Non-profit
Media:Ambient & Interactive
Market:Germany
Language:English
Style: Minimalism
descriptioncnen
There are many homeless people in Düsseldorf (Germany). And many people who don’t notice them. Sensitise the public and incite them to buy the homeless magazine „fiftyfifty“. Sensitise the public for the homeless people’s situation and incite them to buy the streetmagazine “fiftyfifty”. Create maximum sales and awareness with minimal budget. No classical media could be used for budget reasons. The direct response to the campaign had to be spectacular enough to create Buzz and Press coverage. We turn the streetpaper salesman into the advertising medium himself to demonstrate how people look right through him. We visualise just that with a spectacular media stunt during Christmas season. A camera captures the scenery behind the homeless man. A video projector projects the picture onto him. Live! Pedestrians get the impression that the homeless is invisible. His message: „Don’t ignore me!“ No classical media could be used for budget reasons. The creative media idea had to be spectacular to create Buzz by itself. There was no media budget. Everybody doing Christmas shopping in the streets of Duesseldorf. All people looking away or pretending not to see homeless people.
credit
Brand:
Agency:
awards
New York Festival International Advertising Awards 2010
Bronze Digital and Interactive
Event/Nightlife Marketing
New York Festival International Advertising Awards 2010
Bronze Digital and Interactive
Guerilla: Outdoor
New York Festival International Advertising Awards 2010
Bronze Digital and Interactive
Video Projection
EACA Care Awards 2010
Special Commendation
Local and Regional Authorities
Meribel Ad Festival - Central Europe Cristal Awards 2009
Cristal
NGO, Great Cause, Public Interest Campaign: Europe
The Cresta Awards 2009
Winner
Ambient Media
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