The Passage Outdoor BOARDS by Publicis London

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Industry Charities, Foundations, Volunteers
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market United Kingdom
Agency Publicis London
Art Director Nick Robinson
Copywriter Shaheed Peera, Louisa Garnier, Neill Rogers, Khalid Latif, Klara Kallis
Illustrator Janek Janikowski, Neil Croker, Paul Samuels
Released December 2012

Credits & Description

Advertiser: THE PASSAGE
Category: Stunts & Live Advertising
Illustrator: Janek Janikowski
Copywriter: Louisa Garnier
Copywriter: Neill Rogers
Copywriter: Nick Robinson
Account Supervisor: Shaheed Peera
Art Director: Shaheed Peera
Illustrator: Nick Robinson
Illustrator: Paul Samuels
Chief Creative Officer: Shaheed Peera
Photographer: Nick Robinson
Creative Director: Shaheed Peera
Copywriter: Khalid Latif
Copywriter: Klara Kallis
Illustrator: Neil Croker
Art Director: Nick Robinson
Copywriter: Shaheed Peera

Ambient Execution Description
We wanted to create an ambient campaign, which would help to raise awareness of The Passage, a London homeless shelter, and increase donations. The budget was zero. We used freely-available cardboard boxes to create signs for the volunteers to hold with their collection pot. The signs highlight the nature of the charity in a unique way – we used an item usually associated with the homeless (cardboard boxes) to captivate the audience and move them to part with their money. These signs were displayed by volunteers in London's busy Victoria Railway Station. We helped to increase donations to The Passage by over 25% in a three-hour time frame. Awareness of the charity was also improved – the campaign reached over 750,000 people on Twitter and Facebook within hours of going live.