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| Titulo | Repicturing Homeless |
| Brief | People always see homeless people as poor, desperate, and beyond help. Most existing homeless campaigns simply keep re-affirming such stereotypical images, and ask people to donate out of sympathy, which only marginalized this community even more.Instead of following down the spiral of pity, this campaign is aimed to shift people’s negative perceptions of the homeless, and raise funds for this community in a meaningful way, while reinforcing Getty Images as a brand that strives to shape perceptions and move the world with powerful imagery.For this project, Getty Images partnered with fiftyfifty (a street magazine sold by homeless people), and worked with their homeless vendors as models for classic stock photography.We filtered out the most in-demand motifs on Getty Images, and portrayed the homeless as common people in these different life and work situations. This way, we showed the possibilities of homeless people, and helped others to see the homeless as who they really are –– the same human beings as anyone of us.The photos were uploaded to Getty Images and iStock. All profits from the downloads go directly to fiftyfifty to help purchase apartments for the homeless through their Housing First initiative.More photographers worldwide are encouraged to join us and create their own stock photo collection with their local homeless, which will also be integrated into the Getty Images database and generate donations to their partnered local homeless NGOs. Like this, the project has turned into a global movement.With over 155 million reach, and over € 1.4 million equivalent of earned media, we are driving a narrative of hope and possibilities for the homeless community. Brands such as Lufthansa Insurance already started to purchase images from the collection. Up until now, the project has generated over € 50K donations for fiftyfifty. |
| Agência | Havas Germany |
| Campanha | Repicturing Homeless |
| Anunciante | Getty Images / Fiftyfifty |
| Marca | Getty Images / fiftyfifty |
| Data da primeira Transmissão/Publicação | 2018 / 3 |
| Sector Empresarial | Publicidade e comunicação |
| História | Getty Images, a world leader in visual communications has joined forces with the Düsseldorf street magazine fifty-fifty and the creative agency Havas Germany to launch a campaign which aims to change the way the homeless community is viewed and drive a narrative of possibility. The ‘Repicturing Homeless’ campaign (http://www.repicturinghomeless.com) sees homeless individuals portraying people from different walks of life in a series of stock images which are available to license from today. |
| Tipo de Mídia | Case Study |
| Comprimento | |
| Chief Creative Officer | Darren Richardson |
| Director de publicidade | Hubert Ostendorf |
| Chief Creative Officer | Eric Schoeffler |
| Director criativo | Juan Leguizamon |
| Equipa criativa | Tiago Beltrame |
| Equipa criativa | Nian He |
| Agency Account Team | Daniel Grube |
| Agency Account Team | Anna Berg |
| Producer | Julian Dormis |
| Digital Creative Director | Guido Eichhoff |
| Digital Art Director | Adrian Warren |
| Fotógrafo | Frank Schemmann |
| Produção | Oliver Rudolph |
| Produção | Kevin Krefta |
| Produção | Christian Käutner |
| Produção | Nico Dupon |
| Produção | Rouben Pohl |
| Produção | Kai Wittkamp |
| Produção | Hendrik Vosskamp |
| Produção | Arne Hottgenroth |
| Pós produção | Oliver Rudolph |
| Pós produção | Kevin Krefta |
| Pós produção | Christian Käutner |
| Pós produção | Nico Dupon |
| Pós produção | Rouben Pohl |
| Pós produção | Kai Wittkamp |
| Pós produção | Hendrik Vosskamp |
| Production Company / Post-Production | Arne Hottgenroth |
| Produção de som | Tobias Grumbach |
| Produção de som | Michael Righetti |
| Produção de som | Stefanie Schneider |
| Produção de som | Stephen Hudson |
| Make-Up Artist | Barbara Lange |
| Make-Up Artist | Tina Schmoll |
| Make-Up Artist | Franziska Sonnabend |
| Guarda-roupa/estilista | Nina Jasny |
| Guarda-roupa/estilista | Christina Schuller |
| Compositor | Franco Tortora |
| Compositor | Woepf Lechenmayr |
| Compositor | Tom Batoy |
| Compositor | Raffael Karg |