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 the 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!”In order to maximize the effect of the media stunt, press coverage was crucial for the success of the campaign. For that reason the involvement of “Congaz” a visual effects-company that was partly responsible for the opening ceremony of the 2008 Peking Olympics was heavily communicated to the press upfront to underline the spectacular character of the event. The surprising real life experience of seeing someone become invisible in front of their eyes had a big impact on the journalists present.

Extensive nationwide and regional press and TV coverage, and a sold out issue of the “fiftyfifty” magazine.By showing how homeless people are ignored every day, many people reconsidered their point of view, bought an issue or were simply sensitised to the situation of homeless people.Due to the sold out issue of “fiftyfifty” magazine, people did not only see the situation of homeless people, they also reconsidered their own behaviour.