Imagine It.
Schools: Syracuse University • S.I. Newhouse School of Public Communication
DIGITAL EXECUTION: In partnership with EA’s popular game, Design Home, the campaign introduces a new AR feature. Using their phone camera, users can scan real life vacant outdoor spaces and transform them into tiny homes through augmented reality. Players can design and decorate these homes using in-game tools, reimagining neglected spaces in their own communities. When players view an ad or make an in-app purchase, it contributes directly to A Tiny Home for Good, funding the construction of real homes for individuals experiencing homelessness. By turning engaging gameplay into impact, the campaign reframes solutions as something accessible: you can start by simply imagining.
Description
OOH and digital execution designed for a Syracuse non-profit: A Tiny Home For Good.
Insight: People recognize homelessness as a widespread issue, but many struggle to imagine how they can meaningfully help.
BIG IDEA: Show people that solutions already exist, starting with the spaces around them. By prompting people to imagine homes on overlooked vacant lots, helping unhoused people becomes tangible and within reach.
OUTDOOR EXECUTION: White banners appear along fences surrounding vacant lots across cities and neighborhoods. Each banner features a cutout in the shape of a home, inviting people passing by to look through and visualize what the space could become. A QR code encourages viewers to scan and simply play a game to help, sparking curiosity and directing them to the digital experience.
DIGITAL EXECUTION: In partnership with EA’s popular game, Design Home, the campaign introduces a new AR feature. Using their phone camera, users can scan real life vacant outdoor spaces and transform them into tiny homes through augmented reality. Players can design and decorate these homes using in-game tools, reimagining neglected spaces in their own communities. When players view an ad or make an in-app purchase, it contributes directly to A Tiny Home for Good, funding the construction of real homes for individuals experiencing homelessness. By turning engaging gameplay into impact, the campaign reframes solutions as something accessible: you can start by simply imagining.
This student campaign titled 'Imagine It.' was published in United States in May, 2026. It was created by ad schools: S.I. Newhouse School of Public Communication and Syracuse University. This Digital, Experiential, and OOH Outdoor media campaign is related to the Electronics, Technology, Gambling, and Public Interest industries and contains 4 media assets. It was submitted about 16 hours ago.
Credits
Advertising Agency: S.I. Newhouse School of Public Communciations, Syracuse, New York
Art Director and Copywriter: Gwyneth Seelinger
Photo Usage: Adobe Stock
