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Idea: to physically experience how homeless people feel in the winter cold. But in the last place one would expect – a normally warm and comfortable cinema. Solution: in cinemas across five large German cities, we lowered the air-conditioned room temperature to the very minimum. In a short film before the main feature, homeless people explained what cold street life is really like to the shivering audiences. Donations were made via a QR code on distributed blankets or afterwards in the lobby. And the results? Five-figure donations, lots of media coverage in newspapers, TV, blogs and some 100,000 viewings on YouTube.
Havas Worldwide Düsseldorf