SIMON: Unfair City

Homelessness in Dublin has reached a record peak. Nearly 9,000 people, including families and children, are homeless. So together with Dublin Simon, I helped BBDO to use the latest technology to draw attention to an all too familiar problem.
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AWARDS
🏆 EFFIE: GOLD
🏆 THE LOVIE AWARDS: SILVER + People's Choice Award
🏆 KINSALE SHARKS: SILVER and BRONZE
🏆 ICAD: 3x BRONZE
🏅 Lürzer's ARCHIVE: Spot of the Week
🏅 BBDO Network Effectiveness 2023

Working with LOBO and director Diogo Kalil, we used one of the most exciting areas of technology, Artificial Intelligence, to tell a real story of homelessness.

UNFAIR CITY tells the story of Justin Cannon. Formerly homeless, Justin now advocates and volunteers for Dublin Simon. Justin was interviewed and his story animated using AI image generators.

Working with LOBO and director Diogo Kalil, we used one of the most exciting areas of technology, Artificial Intelligence, to tell a real story of homelessness.

UNFAIR CITY tells the story of Justin Cannon. Formerly homeless, Justin now advocates and volunteers for Dublin Simon. Justin was interviewed and his story animated using AI image generators.

The idea was for hijacked the controversy around this new technology to attract younger donors.

And it worked. Donations went through the roof, increasing more than 259% (twice the charity's annual media budged in only two weeks).