fiftyfifty – Das Obdachlosenmagazin „Transparent Man“ / Digital media

The brief:
Sensitize the public and incite them to buy the homeless magazine “fiftyfifty“.
The solution:
Homeless people often feel like pedestrians look right through them. We visualize just that with an amazing promotion during the Christmas season.
The execution:
A camera captures the scenery behind a homeless man. A video projector projects the picture onto him. Live! Pedestrians get the impression that the homeless is invisible. His message: “Don’t ignore me!”
The result:
Extensive regional and nationwide TV and press coverage and a sold-out issue of the homeless magazine “fiftyfifty”.