Simon: Unfair City
Simon: Unfair City
Homelessness in Dublin has reached a record peak. Nearly 9,000 people, including families and children, are homeless.
Together with Dublin Simon, I helped BBDO utilize 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
🏅 Webby Awards - AI, Metaverse & Activism: Finalist
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.
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 budget in only two weeks).
