Raising The Roof Case study Coming Soon by Leo Burnett Toronto

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Coming Soon

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Industry Charities, Foundations, Volunteers
Media Case study
Market Canada
Agency Leo Burnett Toronto
Director Angie Bird
Creative Director Lisa Greenberg
Art Director Anthony Chelvanathan
Copywriter Steve Persico
Producer Rocco Gagliese, Erice Bourgalt-Assaf, Jeff Schwartz, Tony Phibbs, Yumi Suyama
Account Supervisor Kayla Osmond
Editor Chris Parkins
Production Skin & Bones
Released March 2016


Cannes Lions 2016
Direct Use of Direct Marketing: Use of Print or Standard Outdoor Bronze Lion

Credits & Description

Agency: Leo Burnett Toronto
Brand: Raising The Roof
Country: Canada
Advertising Agency: Leo Burnett Toronto
Entrant Company: Leo Burnett Toronto
Media Agency: Leo Burnett Toronto
Pr Agency: Raising The Roof, Toronto
Production Company: Skin & Bones, Toronto
Director: Angie Bird (Skin & Bones)
Director Of Photography: Anthony Deluca (Skin & Bones)
Group Creative Director: Steve Persico (Leo Burnett, Toronto)
Editor: Chris Parkins (Rooster Post-Production)
Assistant Editor: Craig Jay (Rooster Post-Production)
Producer: Erice Bourgalt-Assaf (Fort York)
Executive Producer: Nicola Treadgold (The Eggplant)
Creative Director: Lisa Greenberg (Leo Burnett, Toronto)
Director Of Photography: Michael Chiang (Skin & Bones)
Group Account Director: Natasha Dagenais (Leo Burnett, Toronto)
Producer: Rocco Gagliese (The Eggplant)
Group Creative Director: Anthony Chelvanathan (Leo Burnett, Toronto)
Chief Creative Officer: Judy John (Leo Burnett, Toronto)
Sound Engineer: Nathan Handy (The Eggplant)
Copywriter: Steve Persico (Leo Burnett, Toronto)
Producer: Yumi Suyama (Rooster Post-Production)
Location Manager: Christian Wood (Skin & Bones)
Account Supervisor: Kayla Osmond (Leo Burnett, Toronto)
Art Director: Anthony Chelvanathan (Leo Burnett, Chicago)
Executive Producer: Franca Piacente (Leo Burnett, Toronto)
Producer: Jeff Schwartz (Skin & Bones)
Production Coordinator: Lindsay Fry (The Eggplant)
Producer: Tony Phibbs (Skin & Bones)
Raising the Roof provides national leadership on long-term solutions to homelessness in Canada. The challenge was how to communicate to the public the fact that temporary solutions (such as emergency shelters) are not the answer. Instead there must be a focus on long-term, permanent measures (such as changes to government policy) that put an end to homelessness.Objectives: Introduce a new conversation about homelessness into the mainstream. Generate awareness and support for Raising the Roof.
Homeless Shelter – Coming Soon! We took over a property in an affluent area of Toronto and covered it with a plywood façade and a sign: “Homeless Shelter – Coming Soon!” It created an immediate uproar in the community. People picked up the phone and did the talking for us. The message was clear – nobody wanted a shelter in their “back yard”. The stunt happened in one location, but the buzz spread across the country and the conversation was further ignited in an online film piece.
The “hoax” caused a media frenzy that reached every major Toronto news outlet and even other parts of the world. We had coverage on HuffingtonPost.ca, Buzzfeed.com, Toronto Star, CP24, Independent.co.uk, and more. The result was an estimated 7,700,000 potential unique impressions with $0 invested in media. By the end of the frenzy, donations to Raising the Roof increased 506% vs. PY. Most importantly, we made an invisible issue mainstream.
When it comes to homelessness, people only care enough to not feel guilty. We made them care enough to want change. They're not concerned about the issue being solved, but rather that it get moved somewhere else so they don't need to see it.The target audience was the general public, but the end goal was to attract the attention of policy makers.
Campaign Description:
A fake homeless shelter popped up in a neighbourhood overnight. The goal was to bring out people's dislike for the homeless being in their neighbourhood and turn their dislike into positive action. Help them see, Raising the Roof doesn't like the idea of short term shelters either. By igniting the conversation we were able to push the agenda towards long-term housing.