Raising the Roof - "The Street House" by ANDY Awards 2012
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Raising the Roof - "The Street House"
This ad is part of the ACT Responsible Collection
- Brand: Raising the Roof
- Country: Canada
- Advertiser: Raising the Roof
| Title | The Street House |
| Agency | Leo Toronto |
| Campaign | Nothing But Potential |
| Advertiser | Raising the Roof |
| Brand | Raising the Roof |
| Posted | September 2012 |
| Business Sector | Charities, Foundations, Volunteers |
| Media Type | Ambient |
| Market | Canada |
| AI Description | The ad titled 'The Street House' by Raising the Roof and Leo Burnett Toronto was filmed to address homelessness in Canada. The campaign used the Doors Open Festival in Toronto to create awareness by constructing a house made entirely of cardboard in an alleyway. This installation allowed the public to interact with and experience the hardships faced by homeless individuals. Inside the house were various rooms with vivid and striking visual elements that debunked common misconceptions about homelessness. Visitors were encouraged to step inside the cardboard structure, leading them through spaces that challenged their views and presented them with hard-hitting statistics and real stories from the homeless community. The final room of the exhibit focused on hope and action, encouraging donations and spreading the message. The initiative successfully drew over 2,200 visitors, profoundly impacting them and motivating over 100,000 people to take action. The ad emphasizes changing perspectives and building empathy and understanding for the homeless community. |
| Chief Creative Officer/Creative Director | Judy John |
| Creative Director | Lisa Greenberg |
| Copywriter | Steve Persico |
| Art Director | Anthony Chelvanathan |
| Agency Producer | Kimberley Burchiel |
| Account Director | Natasha Dagenais |
| Account Supervisor | Jeremy Farncomb |
| Media Director | Mcllroy & King Communications |