The creative idea stems from the invisibility of homeless people with a very clear insight, converted into a very powerful graphic idea: it isn’t human to eat leftovers from other people on the street, just like it isn’t human to see it and not act; it isn’t human to live under the rain, just like it isn’t human to see it and not act. We create the graphic impact we were searching for through “dehumanized” people that have almost been converted into animals.

Print in main newspapers and magazines in Spain.

OOH in main cities and strategic points where there are homeless people on the streets.

Indoor posters for ACCEM to use in their activities.

Campaign initiated in January of 2016.

Coverage in the media which serves as PR for the cause and the ACCEM brand.

15% increase of volunteers for the cause in the first two months.

Over 25% increase in income of funds with regards to the same period in the previous year (exact stat not given by the client)

Spontaneous mentions and campaign shares on social media, although the development plan is still being finalized.