Guerilla campaignBrand Union Germany GmbH
Challenge: “Homeless” is an initiative to support the voluntarily operated Internet platform “Leerstandsmelder.de”, which strives for sustainable and socially compatible use of abandoned property. Idea: how can home vacancies and the waste of resources receive more public attention? We projected faces of homeless people onto the surfaces of empty buildings to create a link between the numerous unused buildings and the huge demand for accommodation. Effect: the topic arrived on the political agenda of Hamburg. An enormous and positive response through diverse publications, as well as an elevated feedback through various social media channels.