The Unexpected Homeless
Award-Winning Integrated Campaign. The Salvation Army wanted to tackle New Zealand's housing crisis. So we used the nation's most popular home button and made thousands of Kiwis unexpectedly homeless with one click.
Online Videos
We hijacked The New Zealand Herald's home button so when people clicked on it, instead of going “home”, they found themselves in the raw reality of a family's unexpected homeless story, with the help of one of the videos.
Experiential
We created more media hijacks on TradeMe, the nation’s most popular online auction website, and Auckland's biggest real estate newspaper. And we took home buyers from the view of a dream home straight into another unexpected homeless story. We also staged an open home inside a car, previously owned by a homeless family.
Agency: TBWA NZ