Raising The Roof Ambient, Design & Branding, Case study THE STREET HOUSE [Video] by Leo Burnett Toronto

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Industry Shows, Events & Festivals
Media Ambient, Design & Branding, Case study
Market Canada
Agency Leo Burnett Toronto
Director Jon Hills, Torey
Creative Director Lisa Greenberg
Producer Kim Burchiel, Franca Piacente, Michelle Woodward
Account Supervisor Jeremy Farncomb
Editor Jon Eagan
Released May 2013


Cannes Lions 2013
Design Lions Exhibitions & Live Events Silver

Credits & Description

Type of entry: Environmental Design
Category: Exhibitions & Live Events
Product/Service: RAISING THE ROOF
Chief Creative Officer/Creative Director: Judy John (Leo Burnett/Toronto)
Creative Director: Lisa Greenberg (Leo Burnett/Toronto)
Group Creative Director/Copywriter: Steve Persico (Leo Burnett/Toronto)
Group Creative Director/Art Director: Anthony Chelvanathan (Leo Burnett/Toronto)
Producer: Kim Burchiel/Franca Piacente (Leo Burnett/Toronto)
Account Director: Natasha Dagenais (Leo Burnett/Toronto)
Account Supervisor: Jeremy Farncomb (Leo Burnett/Toronto)
Production Company: (OPC Familystyle)
Director: Jon/Torey ()
Executive Producer: Harland Weiss/Liz Dussault/Donovan Boden ()
Producer: Michelle Woodward ()
Production Designer: Monika Geresz ()
Editor: Jon Eagan ()
Brief Explanation
The challenge was this: People walk past homeless people sleeping and living on the street. They don't think twice. So if suffering and sick and alone people on the street can't make people care, how is an ad going to?
Describe the brief from the client
Raising the Roof is an organization focused on creating homeless awareness in Canada. The brief was to get people to stop and think about the homeless people they walk past everyday. If we could get people to understand why humans end up on the street, we could get them to support the cause and change their behaviour towards the less fortunate.

Design Process
We needed to do something that would literally make people stop. We built a cardboard house in alleyways by a busy street. (Cardboard being the material many homeless people use as shelter on the street). The house pulled people in then educated them in interactive ways and forced them to think about homelessness in ways they never did before. We wanted people to experience homelessness.

Over two days thousands toured the house. Millions of media impressions were made thanks to news coverage. And, as part of a year long campaign, The Street House inspired over 100,255 people to act (donate money, time, friend the cause). 35,000 over the goal.