Creative Gallery on Sustainability Communications

 

 
"Freeze" For Salvation Army
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Context

The Salvation Army winter appeal to donate blankets to the homeless.

Philosophy/Solution

We demonstrated exactly what homeless people have to endure during the winter months by turning the temperature down inside a cinema from 25 to 0 degrees celsius. Within minutes the cinema was freezing and the moviegoers were all shivering. For a few minutes they were placed in the ragged shoes of the homeless.

Results

Hundreds of blankets were handed in at salvation army bins in the cinemas' lobbies over the next few weeks.

Title"Freeze"
AgencyLobedu Leo Burnett
CityJohannesburg
AdvertiserSalvation Army
Brand NameThe Salvation Army
Product NameWinter Appeal For The Homeless
Sustainability Themes Poverty
Date of First Publication N/A
Country of ProductionSouth Africa
LanguageEnglish
TypeMedia Buying & Planning
Awards -Cannes Lions - International Advertising Festival, 2005 (Media Lion) for Best use of Cinema
-Cannes Lions - International Advertising Festival, 2005 (Media Lion) for Best use of Cinema
   
Art Director: Debbie Gyngell
Executive Creative Director: Vanessa Pearson
Producer: Pam Marsh
Production Manager: Crystal Munitich