Getty Images FiftyFifty

Repicturing Homeless

Agency: Havas


Repicturing Homeless is a project from Getty Images, who partnered up with fiftyfifty, a street magazine sold by homeless people.
The premise of the project is to shift the negative public perception of the homeless, and to help raise funds for this community in a meaningful way.
The public perception always sees homeless people as poor, desperate, and beyond help. This time, we want to send out a different message, by challenging people’s prejudiced beliefs, and putting homeless people’s hope and possibilities under the spotlight.
To that end, we created this most conventional and most non-conventional stock photo collection, modeled by homeless people. We analysed the download data on Getty Images, and portrayed the homeless street vendors at fiftyfifty as different roles of common people in these most requested life and work situations, such as businessman, designer, cook, tourist, etc.
The photos were then integrated into the Getty Images database, and all profits from the downloads go directly to fiftyfity to purchase apartments and house the homeless.
More photographers and NGOs around the world are encouraged to join the project, and help us turn it into a global movement.
Find out more about the project and join at:

This professional campaign titled 'Repicturing Homeless' was published in Germany in January, 2018. It was created for the brands: FiftyFifty and Getty Images, by ad agency: Havas. This Digital medium campaign is related to the Public Interest industry and contains 6 media assets. It was submitted over 6 years ago.


Advertising Agency: Havas, Düsseldorf, Germany
Chief Creative Officer, Germany: Eric Schoeffler
Chief Creative Officer, Düsseldorf: Darren Richardson
Creative Director: Juan Leguizamon
Copywriters: Nian He, Ramon Scheffer
Art Director: Tiago Beltrame
Management Supervisor: Daniel Grube
Senior Account Manager: Anna Berg
Digital Creative Director: Guido Eichhoff
Digital Conceptor: Erik Teichert
Junior Digital Art Director: Adrian Warren
Final Artwork: Peter Holzportz, David Ochsenknecht, Jonas Boamah
Producer: Julian Dormis
Junior Editor: Dominic Rutkowski
Photographer: Frank Schemmann / Düsseldorf
Hair / Makeup: Barbara Lange, Tina Schmoll, Franziska Sonnabend
Styling: Nina Jasny, Christina Schuller
Film Production: Chamaeleon Digital Vision / Düsseldorf
Managing Director: Oliver Rudolph
Director / DoP: Kevin Krefta
Editors: Nico Dupon, Rouben Pohl, Kai Wittkamp
Colorist: Arne Hottgenroth
Motion Graphics: Ronny Bülow, Hendrik Vosskamp
Producer: Christian Käutner
Music: Mona Davis
Composers: Franco Tortora, Woepf Lechenmayr, Tom Batoy, Raffael Karg
Sound: Studio Funk
Studio Manager: Tobias Grumbach
Sound Engineer: Michael Righetti
Project Management: Stefanie Schneider


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