Campaigns for the cause of homeless people are usually dark and sad. We really do not like darkness and sadness, but as it is an inevitable reality of the world, adverting too should reflect that reality, but not with photoshop.
Reality is reality and when you use photoshop or visually tricky tactics to reflect this reality, it becomes just an imaginary unreal thing. So, campaigns for the homeless people should be more close to reality.
Anyway, it is inappropriate to senselessly judge the creativity of a campaign with a great message.
This Campaign of SASP, a charity institution that helps homeless people from São Paulo, says- For those who have nothing, anything can seem a lot
CREDITS
Advertising Agency: BorghiErh/Lowe, São Paulo, Brasil
Art Director: Rafael Segri
Copywriter: Gilmar Pinna
Creative Director: José Henrique Borghi, Erh Ray and Fernando Nobre
Photographer: Paulo Risi
