A Roof Helps
Ikea
Copy Rob Andino & Nikesh Anil Shah
Art Direction Rishi Dangwal
Problem: People can’t or won’t “see” homeless people or their struggles.
Insight: People can empathize with anything, even an inanimate object like a lamp.
Idea: IKEA and the Canadian Alliance to End Homelessness highlights homeless people’s liminal, invisible existence through the metaphor of a beaten-up, yellow chair.
OOH
HOLOGRAPHIC INSTALLATION
A holographic homeless man lives a limited loop of digital existence alongside a physically worn chair. The man fades from existence as night turns to day.
A scannable QR code is available for people who wish to learn more about the installation, taking them to a landing page.
