Camouflage might be used to conceal people, but the Homeless Veterans Project campaign wants to bring some of them to light. A clever series of print ads, the camo patterns not only represent the soldiers that are being referred to, but also how the issue of homelessness often goes unnoticed. Each classic camo shirt has been tweaked to include an image of a displaced person, from someone sleeping on a bench to another rummaging through the trash.
The Homeless Veterans Project campaign was conceived and executed by Gatesman+Dave, an ad agency based in Pittsburgh, United States. Art directed by Matthew Axeman with creative direction by Dave Kwasnick, the ad campaign reads, "More than 107,000 Veterans are missing in action on America’s Streets. Help now at HomelessVetsProject.org."
Stats for Cheerless Camo Ads
Trending: Older & Chilly
Research: 1,345 clicks in 195 w
Interest: 2.4 minutes
Concept: Homeless Veterans Project Campaign
Related: 51 examples / 39 photos
Segment: Neutral, 18-55
Comparison Set: 19 similar articles, including: social media danger ads, stacked money typography, and common curiosity campaigns.
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