CURRENT NATIONAL WIDE PROJECT
Brief: to raise awareness of Nationwide and Shelter's shared values concerning the idea of 'Home' and to engage in the conversation surrounding homelessness.
Our campaigns juxtaposes video game aesthetics, language and tone with real life scenarios surrounding homelessness:
"Homelessness, its not a game"
Our concept is based on a game like scenario, in which the individuals are involved in a game around saving as much money as possible through different tasks and obstacles. When they run out of money the first time, they are unfazed because they know that it is just a game where they have more lives. When their lives are up, they are faced with the harsh reality of their situation. In this the game breaks and the pixelated and colourful world of the game shatters into the dark and macabre environment of a squat settlement.
In a series of copy led radio pieces, short social media copy and a final TV ad we aim to create a narrative that moves from the cheerful and upbeat associations with gaming through to a shattering reality after the subjects run out of lives.
The disheartened individuals are slumped in their new surroundings when Nationwide and Shelter come in providing them with real life and straight to the point assistance.