The Homeless Castle

Agency Network: 
February 2020


In Canada, 235,000 people experience homelessness every year and although homeless people are often seen, they are never truly noticed. How do you design OOH that takes something that is always ignored and make it captivating, while also maintaining the authenticity and integrity of its inspiration? By designing how it’s displayed. Introducing The Homeless Castle, a uniquely designed approach to OOH. A 25-foot tall castle designed to represent the hopes and dreams of Canada’s homeless. We used signage and various symbols of homelessness to create a powerful visual. Because dreams shouldn’t be homeless.

Ambient advertisement created by The Local Collective, Canada for Raising The Roof, within the category: Public Interest, NGO.

Advertising Agency: The Local Collective, Toronto, Canada
Production Company: Opc
President & Chief Creative Office: Matthew Litzinger
Creative Director: Pepe Bratanov
Managing Director: Kaitlin Doherty
Solutions And Operations Director: Lauren Brown
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