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Shadows Linger
Shadows Linger is a thought-provoking campaign that focuses on homelessness and the holiday season, particularly Christmas. The narrative consists of a series of three posts, contrasting elements of the festive season and the challenges faced by those experiencing homelessness.
This campaign takes a bold approach by utilizing guerrilla advertising techniques, using impactful methods to reach and engage the audience. Shadows Linger aims to spark conversations, raise awareness, and prompt reflection on the social issues it portrays. Each post serves as a poignant visual and narrative testament, urging viewers to consider the deeper meanings behind the festive celebrations and the harsh realities faced by some during this time of year.
I generated numerous ideas and designs for this guerrilla campaign, taking careful consideration of the physical spaces inhabited by homeless individuals, including floors, benches, and particularly tents. My focus extended to the harsh winter conditions, marked by snowfall and unbearable low temperatures. Deliberately utilizing the juxtaposition between those fortunate enough to live in spacious homes during the holiday season and those on the streets within cramped tents with scarce resources, I aimed to create a connection.
By creating this contrast with the widely marketed Christmas holiday, I draw attention to the issue and prompt the audience to reflect. This deliberate comparison makes people understand that in this season of giving we have the opportunity to help the less fortunate.
