HOBO

Credits:

Yegor Kharkoff - Creative Director
Stas Bespolitov - Art Director
Olga Kobchenko - Production Manager

Describe the communication goal for this entry and show how your innovative media strategy represents a new, consumer insights based approach.
To affect people where they least expect it and force them to interact with someone they used to ignore. And make them realise a terrible thing -- what is garbage for them is a food for someone!

Show how the creative execution enhanced the overall impact of the effort and engaged the consumer.
Posters with faces of homeless people where pasted on the usual garbage containers in a special manner. When you are putting a bag of garbage in the container, you are actually feeding the homeless man with your garbage.

Show how the media idea travelled across different touch points and successfully reached the target audience.
Since people need to get rid of garbage everyday, they will interact with somebody they usually ignore again and again. And we believe, that one day even the coldest bastard may open his heart.

Show how the execution maximised the value of the investment and generated business results
During the first 12 days of the campaign the number of donations increased 500%. The number of telephone calls with inquiries about other ways to make a donation reached 312 calls.