Again, not exactly within the remit of this blog, but good ideas are always worth sharing. I love advertising ideas that take what is familiar about our world and turn them into the unfamiliar. These kind of ideas grab our attention and makes us re-evaluate our preconceived notions and biases that we all possess: in this particular case; the plight of the homeless. The ‘Big Idea’ in advertising has unfortunately fallen out of favour due to the relentless onslaught from digital marketing platforms that favour the rather ominously titled ‘Big Data’ ; where algorithms, instead of the art of seduction, are employed by advertisers to separate you from your hard-earned cash. More’s the pity. Ideas that have a powerful insight can literally move mountains. The conceptual art director of the above campaign, David Milligan-Croft, came up with an idea that moved hearts. And minds. And ultimately wallets. That takes talent. Talent that is, sadly, hemorrhaging from the business on a daily basis. To be replaced by – robots
Alas, it is not an idyllic croft by the ocean…
…but, a roof.
Over my head.
And, on days like today, when it’s blowing a howling gale and lashing with rain, it makes one feel all the more grateful.
Apparently, there are about 380,000 people in Britain who don’t have this luxury.
When I lived in Ireland I worked on a guerilla campaign for a homeless charity called Focus Ireland. The idea was based on using the plaques where famous people lived and doctoring them, using real people’s names, and placing them on the streets where homeless people slept rough. The concept being: Everyone has a right to a home.
It was hugely successful in terms of raising money and awareness.
N.B. Plaques in Ireland are brown unlike the blue ones in the UK.