// CAMPAIGN There's no Christmas without a home
// CHALLENGE Raise awareness of youth homelessness, raise money
// INSIGHTS Homeless children don't receive presents for Christmas, they don't celebrate Christmas, they don't have a home
// SOLUTION A campaign using posters, rich media banners and ambient to raise money to help support young people currently living on the streets
AMBIENT - During the day the poster appears normal, however during the night the magic happens, the lights inside the board turn on and the board looks like a real house window with Christmas decorations inside and on top. Nothing that unusual at first glance, however a moment later the viewers notice the strong light reflection on the pavement which looks exactly like a present. A little surprise for the people waiting at the bus stop and for them it feels like their own discovery.
RICH MEDIA ADVERT
FURTHER DEVELOPMET AND EXPANSION OF THE CONCEPT - 'Windows-lights-drawing-presents' could be achieved in a TV ad and a PR stunt where a whole neighbourhood/street could be involved to create even greater effect and get people to engage with the campaign.