The street magazine Hinz&Kunzt wanted to make the problem of homelessness visible, by giving them a voice and achieving the public in time for the state elections coming up.
While the city was filled with glossy political posters, we started a cardboard guerilla campaign that used portraits of the homeless and their infuriated messages. Handcrafted posters were used to make hundreds of vacant buildings in the city visible. Cardboard floor graphics were used in shopping districts and as a huge 15x25m PR-version on the central market. From press kits to solidarity buttons: the whole campaign used cardboard – the material most associated with of homelessness. With strong messaging and a call
to action: vote against homelessness.
It raised awareness about the extent of homelessness in Hamburg. It did so during the election time, gathering a lot of attention.
• Hinz&Kunzt got massive airtime and coverage
• The problem became a leading topic of the elections
• The campaign created reach equivalent to 22 million contacts
• An investment of only 19.000€ created advertising value of 300.000€
• Hundreds of people participated in online discussion and poll
While the city was filled with glossy political posters, we started a cardboard guerilla campaign that used portraits of the homeless and their infuriated messages. Handcrafted posters were used to make hundreds of vacant buildings in the city visible. Cardboard floor graphics were used in shopping districts and as a huge 15x25m PR-version on the central market. From press kits to solidarity buttons: the whole campaign used cardboard – the material most associated with of homelessness. With strong messaging and a call
to action: vote against homelessness.
It raised awareness about the extent of homelessness in Hamburg. It did so during the election time, gathering a lot of attention.
• Hinz&Kunzt got massive airtime and coverage
• The problem became a leading topic of the elections
• The campaign created reach equivalent to 22 million contacts
• An investment of only 19.000€ created advertising value of 300.000€
• Hundreds of people participated in online discussion and poll
