| Titolo | Exploitation |
| Agenzia |
Hot Tomali Communications Inc.
|
| Campagna |
Streets - Covenant
|
| Cliente |
Covenant House
|
| Marca |
Covenant House
|
| Posted | Giugno 2003 |
| Prodotto |
Centre & Residence for Homeless Youth
|
| Settore | Enti/Istituzioni/Organizzazioni no-profit
|
| Slogan | The streets encourage exploitation. |
| Trama | "Exploitation" features close-up photography of a street corner shot on a 90 degree angle. This creates a visual metaphor between a woman's thigh area and the streets. Out of the corner of the shot a used condom wrapper that has been discarded is visible. |
| Filosofia | Typically ads for homeless youth show victimized kids living in back alleys and eating out of dumpsters. This negative, and repetitive message fails to address the root of their problems. Our campaign takes the focus off of the kids themselves and puts it back on the street. We use strong visuals to portray the street as a catalyst for crime, sexual exploitation and addiction. The message is that the street is no place for kids to live and Covenant House offers the support they need. |
| Problema | The streets are a dangerous place to live. Homeless kids are regularly exposed to drugs, prostitution and crime. The public needs to know that this situation is serious. Very serious. We needed to break through the preconception that most street kids are just lazy and looking to party. |
| Tipo di Media |
Poster
|
| Market | Canada |
| Creative Director |
Thomas Stringham
|
| Art Director |
Thomas Stringham
|
| Copywriter |
Sebastien Wilcox
|
| Photographer |
Anthony Redpath
|
| Account Director |
Alison Stringham
|
