An interactive campaign in movie theaters

Homeless peoples stories awaken the consciences of a cinema audience before movie begins

Fiftyfify is a German NGO whose role is to address homeless peoples’ needs. This Winter, with its agency Havas Worldwide Düsseldorf, during the coldest weeks, it turned down the air-conditioning in a movie theater to make people feel how the homeless feel every day. Instead of the traditional commercials before the movie, people viewed various testimonials of real homeless people –who alluded to the fact the 8° celsius degrees heat in the cinema wasn’t so bad compared to actual temperatures experienced living on the streets. Blankets with QR Codes were distributed in the movie theaters to raise funds.
TitleFrozen Cinema
Campaign Frozen Cinema
Advertiser fiftyfifty
Brand fiftyfifty

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