404 home not found
The core strategy is to create a campaign for a non-profit organization that stands up as their spokesperson to fight crucial social battles. This campaign fights one of the strongest battle at hand for the Salvation Army - Homelessness in the metro Atlanta command codes.
Category:
Emblem design, Social Marketing, OOH, Creative Strategy and Direction
Location:
US
Date:
THE RATIONALE AND MINDSET SHIFT
The campaign development includes an evoking emblem as a representation of the fight, visual mockups and video message for the public for a strong urgent mindset shift in how we treat homelessness. From Homelessness is the result of poor choices, long-term failure, or other people’s lives. To Homelessness can begin suddenly, without warning: and survival in the first 24 hours depends on what you have, not who you are.
WHY "404"?
404 symbolises the Atlanta code , function of error or denial, “address not found” and being clueless and missing. Designed inside the crest inspired by the Salvation Army, 404 home not found is an aching reminder of life reducing due to one small crisis, with no where to go. It's a reminder that homelessness is not a choice or blame, sometimes the system, our lives or one piece of paper comes without a warning and our life is summed into boxes and thrash bags.
