标题Repicturing Homeless
BriefPeople always see homeless people as poor, desperate, and beyond help. Most existing homeless campaigns simply keep re-affirming such stereotypical images, and ask people to donate out of sympathy, which only marginalized this community even more.Instead of following down the spiral of pity, this campaign is aimed to shift people’s negative perceptions of the homeless, and raise funds for this community in a meaningful way, while reinforcing Getty Images as a brand that strives to shape perceptions and move the world with powerful imagery.For this project, Getty Images partnered with fiftyfifty (a street magazine sold by homeless people), and worked with their homeless vendors as models for classic stock photography.We filtered out the most in-demand motifs on Getty Images, and portrayed the homeless as common people in these different life and work situations. This way, we showed the possibilities of homeless people, and helped others to see the homeless as who they really are –– the same human beings as anyone of us.The photos were uploaded to Getty Images and iStock. All profits from the downloads go directly to fiftyfifty to help purchase apartments for the homeless through their Housing First initiative.More photographers worldwide are encouraged to join us and create their own stock photo collection with their local homeless, which will also be integrated into the Getty Images database and generate donations to their partnered local homeless NGOs. Like this, the project has turned into a global movement.With over 155 million reach, and over € 1.4 million equivalent of earned media, we are driving a narrative of hope and possibilities for the homeless community. Brands such as Lufthansa Insurance already started to purchase images from the collection. Up until now, the project has generated over € 50K donations for fiftyfifty.
广告公司
广告战役 Repicturing Homeless
广告主 Getty Images / Fiftyfifty
品牌 Getty Images / fiftyfifty
首次发布日期
行业领域 广告与传播
剧情简介 Getty Images, a world leader in visual communications has joined forces with the Düsseldorf street magazine fifty-fifty and the creative agency Havas Germany to launch a campaign which aims to change the way the homeless community is viewed and drive a narrative of possibility. The ‘Repicturing Homeless’ campaign (http://www.repicturinghomeless.com) sees homeless individuals portraying people from different walks of life in a series of stock images which are available to license from today.
媒体类别 案例研究
长度
首席创意官
广告经理
首席创意官
创意总监
创意团队
创意团队
Agency Account Team
Agency Account Team
制作公司制片
Digital Creative Director
数字艺术指导
摄影师
制作
制作
制作
制作
制作
制作
制作
制作
后期制作
后期制作
后期制作
后期制作
后期制作
后期制作
后期制作
Production Company / Post-Production
音效制作
音效制作
音效制作
音效制作
Make-Up Artist
Make-Up Artist
Make-Up Artist
Wardrobe / Stylist
Wardrobe / Stylist
音乐作曲家
音乐作曲家
音乐作曲家
音乐作曲家

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