LAST NIGHT ON THE STREETS
Inspired by nights walking the streets with St Mungo’s outreach teams – and the real experiences of people who have been homeless – ‘Last Night on the Streets’ sums up both the never-ending danger that comes with a life on the street and the life-changing impact a single night of safety can have.
I was responsible for a core campaign idea to run from World Homelessness Day in October into Spring 2023, development of key channel creative and oversaw teams producing paid & organic social, display, digital out-of-home, inserts and audience journeys.
60” TV
Using anxiety-ridden quick cuts, overlaid with poignant, dovetailing stories, our TVC gives a harrowing window into the dangers of sleeping rough. But when Hannah meets a St Mungo’s outreach worker, it’s the first step to the safety and security she needs to start to rebuild her life. Watch below.
Agency: Open
ACD / Art Director: James Dawe
Copywriter: Lucy Silver
Creative Director: Jamie Tierney
Production: My Accomplice
Director: Imogen Harrison
EP: Jamie Clark
DP: Ailsa Aikoa
Editor: Beth Roberts @ Nomad
Colourist: Ruth Wardell @ Okay Studio
Sound: Hannah Webster @ Unit
Music: George Gretton
OOH & DOOH
Reactive DOOH in the style of public service announcements went live when the temperature dropped below 0°, drawing attention to the cold and the dangers of freezing temperatures for people living on the street. Across the suite of OOH, we also produced brand creative leaning into St Mungo’s USP as one of the only homelessness organisations with a nightly outreach service, as well executions using real testimonies and the core campaign idea.