AMBIENT WITHOUT A HOME by GPY&R Sydney for St Vincent De Paul Society

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AMBIENT WITHOUT A HOME

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Industry Charities, Foundations, Volunteers
Media Print, Magazine & Newspaper
Market Australia
Agency GPY&R Sydney
Executive Creative Director Julian Watt
Art Director David Joubert
Copywriter Bart Pawlak
Producer Matthew Comensoli
Typographer Nathan Dunn
Released April 2012

Credits & Description

Category: Best Use of Ambient in a Promotional Campaign
Advertiser: ST VINCENT DE PAUL SOCIETY
Product/Service: MATTHEW TALBOT HOMELESS SHELTER
Agency: GEORGE PATTERSON Y&R
Executive Creative Director: Julian Watt (George Patterson Y & R)
Creative Director: David Joubert (George Patterson Y & R)
Art Director: David Joubert (George Patterson Y & R)
Copywriter: Bart Pawlak (George Patterson Y & R)
Account Manager: Corina Oborocianu (George Patterson Y & R)
Planner: Michaela Brown (George Patterson Y & R)
Typographer: Nathan Dunn (George Patterson Y & R)
Producer: Matthew Comensoli (George Patterson Y & R)
Art Buyer: Roma Stein (George Patterson Y & R)
Group Account Director: Paul Coles (George Patterson Y & R)
Digital Art Director: David Jackson (George Patterson Y & R)
Media placement: Ambient Outdoor - Sydney CBD - 20 April 2012

Describe the objective of the promotion.
Our client Matthew Talbot Homeless Services enjoyed some degree of loyalty from elderly, churchgoing donors, but young professionals with lots of spending power represented a vast untapped target market for them.

With their ‘results driven’ mindset and a desire to know what their donation is actually accomplishing, our objective was to engage the target by inviting them to ‘sponsor the potential’ of a homeless person rather than just hand over money to a vague cause.

Describe how the promotion developed from concept to implementation.
Our idea was to demonstrate Matthew Talbot’s effectiveness in getting people off the street and drive donations, by creating life-sized silhouettes of actual rehabilitated individuals and placing these silhouettes in the exact spots where they once slept and begged.

The silhouettes housed emotional stories explaining the individuals’ circumstances and ultimate recovery and offered the reader an instant opportunity to sponsor the potential of someone else currently in need via a scan-able QR Code and URL address.

Explain why the method of promotion was most relevant to the product or service.
Matthew Talbot Homeless Services break people’s cycle of homelessness by identifying and sponsoring their hidden potential. Our executions not only provided evidence of their work but explained the unique process of rehabilitation our client employs. At the same time allowing the public to instantly participate in the process.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Campaign still in market. Results to be updated and supplied.