Raising The Roof Ambient, Case study Raising The Roof Campaign: The Street House by Leo Burnett Toronto

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Raising The Roof Campaign: The Street House

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Industry Charities, Foundations, Volunteers
Media Ambient, Case study
Market Canada
Agency Leo Burnett Toronto
Creative Director Lisa Greenberg, Judy John
Art Director Anthony Chelvanathan
Copywriter Steve Persico
Account Supervisor Jeremy Farncomb
Released September 2012


Clio Awards, 2013
Direct Out of Home Bronze

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