For those living on the streets in Holland, sleeping outdoors can be freezing, uncomfortable and even dangerous. That’s why Sheltersuit was created: a wind and water resistant jacket that doubles as a full body sleeping bag. As it is given away to the homeless for free, the initiative relies on donations. Therefore we needed to create a campaign that truly stops people in their tracks to think about this pressing issue.
We met with Sam and Mr. Potje, to shoot an image equally confronting as our key message 'Laat Daklozen Niet Doodvriezen' ('Don't let the homeless freeze to death'). The visual was tested for message effectiveness using state-of-the-art tracking methods and together with JCDecaux, Clear Channel and Exterion Media we placed posters all across Holland to raise the well-deserved recognition for this important cause.