BRIEF: Bring more awareness to the struggle of those experiencing homelessness at Christmas time.

Christmas means a lot of different things to everyone, but the reality is that the meaning of Christmas changes for those experiencing homelessness.

For this campaign, we chose to subvert the meaning of the lyrics of some of the season’s most widely known songs. They’re lyrics we can’t help but sing in our heads and will be heard throughout the season, increasing the callback of our campaign and keeping Dublin Simon Community top of mind.

This campaign was a personal milestone for myself, as as well as concept creation and art direction, I also shot it.