The Challenge

Homelessness has become Auckland’s ‘invisible problem’. Even though many Aucklanders walk past people sleeping rough on a daily basis, they seldom take the time to see the struggles our homeless people go through every day. With multiple charities tackling homelessness, we needed to find a way for the City Mission to cut through the noise to reach a fundraising goal of $300,000 in only five weeks with a budget of just $20,000.

The Solution

Our approach was to bring to life the experience of being homeless in a truly realistic way with a unique 360-degree video experience. It dropped the viewer into a series of confronting moments, keeping it authentic by using real stories from real people who had experienced life on the streets - not actors - and shot from the perspective of one of Auckland's homeless.

The Results

The video was viewed more than 22,000 times across YouTube and Facebook and helped to double the income of the winter campaign compared to the previous year.

The Awards

D&AD (Graphite Pencil)

Webby Award (People’s Voice - Best Use of Mobile Media)