Creativity

Canadian Homeless Organization Turns Benches Into Rain Shelters

RainCity and Spring Work Together to Raise Awareness By Making Ads Functional

Published on Nov 13, 2013

Editor's Pick

RainCity Housing is a Canadian organization that provides housing and support services for the homeless. To raise awareness about the issue, Vancouver's Spring Advertising created two out of home ads that recast the lowly park bench as a home -- which is how the homeless are forced to see it. One was functional: When it rained, it transformed into a shelter for those who needed it. Another used glow-in-the-dark paint so at night, the words "This is a Bedroom" would appear on it.

The effort is somewhat reminiscent of IBM's award-winning "Smarter Ideas" campaign, where outdoor ads doubled up into something useful, such as a rain shelter in one instance.



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Credits

Date
Nov 13, 2013
Agency:
Spring Advertising
Client:
RainCity Housing
Creative Director:
Rob Schlyecher
Art Director:
Jeremy Grice
Copywriter:
Ben Hudson
Copywriter:
Rob Schlyecher
Designer:
Jeremy Grice
Production:
Stace Barton

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