Credits & Description:
In May 2012, Leo Burnett Toronto, in partnership with Raise The Roof, launched a new campaign aimed to raise awareness of the 200,000 people homeless in Canada.
To expose the realities behind homelessness, Raise The Roof built "The Street House." Coinciding with the popular Doors Open Toronto festival, "The Street House" mimicked a home, tucked inside an alleyway, made completely out of cardboard. Viewers who toured the rooms of The Street House were confronted with tough questions and compelling facts that depicted the realities of homelessness.
"One person at a time, we changed the way the city saw the homeless." Over 2,000 people visited "The Street House" in two days, millions were reached through media and word of mouth and over 100,000 people acted, all in efforts to raising awareness for the homeless in Canada.
Title of Ad: The Street House
Advertiser/Client: Raising the Roof
Agency: Leo Burnett Toronto
Product/Service: Not-for-profit Organization
Type of Ads: Street installation/Ambient/Experiential/Event
Where they ran: Street level
Date of Appearance: May 25-26, 2012
City/Country of Appearance: Toronto, Canada
Media Company: McIlroy & King Communications
Chief Creative Officer: Judy John
Creative Director: Judy John, Lisa Greenberg
Copywriter: Steve Persico
Art Director: Anthony Chelvanathan
Agency Producer: Kimberley Burchiel
Account Director: Natasha Dagenais
Account Supervisor: Jeremy Farncomb
The Ambient Advert titled The Street House was done by Leo Burnett, Toronto advertising agency for product: Raising The Roof (brand: Raising The Roof) in Canada. It was released in the Sep 2012.