To raise awareness for the Weingart Homeless Centre, we took a non-traditional approach that made people imagine themselves homeless if only for a moment. We photgraphed a dozen of te 70,000 people living on the streets of Los Angeles. We gave eaach of them a blank cardboard sign and had them write the same message. "Before you turn away, put yourself in my place". Followed by the url weingart.org. hen we took these images, blew them up to life-size, removed their faces and made them into photo-realistic cardboard cutouts. We placed the cutouts in upscale shopping centres in Beverly Hills and Sanata Monica. Soon, the homeless could not be ignored. This project not only raised awareness, but it ultimately raised funds.
Advertising Agency: David & Goliath Chief Creative Officer: David Angelo Executive Creative Director: Colin Jeffery Creative Director / Copywriter: Ben Purcell Art Director: Todd Parker Photographer: Ewan Burns Retoucher: Bullyseye Printing: Image Optionsvia adsoftheworld.com