Poverty Isn't Always Easy To See

Entire Advertising Campaign

2017

Grey Canada

Company: Grey Canada Client: The Salvation Army Chief Creative Officer: Patrick Scissons Executive Creative Director: James Ansley, Joel Arbez Art Director: Ryan McNeill, Oliver Brooks Writer: Sue Kohm, Mike Richardson Producer: Erica Metcalfe, Sam Benson Agency Producer: Vanessa Birze, Deena Archibald Planner: Andrew Carty Photographer: Frank Hoedl Editor: Christina Humphries, Robin Haman Director: Fraser White Executive Producer: Liane Thomas Director of Photography: Mark Peachy

Poverty isn’t easy to see. Especially in Canada. So we created a year-long campaign to reveal it. In spring, what was advertised as a typical real-estate open house was actually an interactive exhibit to show how poverty stays hidden behind closed doors. And online with a 360-degree virtual tour. For the holidays, we created holiday card posts. Once users engaged Facebook’s 360 technology, their life in poverty was revealed.

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