DDB - Auckland City Mission - A Harsh Reality 

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Homelessness has become Auckland's 'invisible problem'. Even though many Aucklanders walk past people sleeping rough on a daily basis, they seldom take the time to see the struggles our homeless people go through every day.

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Auckland City Mission's Winter Appeal always successfully draws attention to the plight of the city's homeless and we wanted to start from this platform and lift things up a gear. With multiple charities tackling homelessness, we needed to find a way for the City Mission to cut through the noise to reach a fundraising goal of $300,000 in only five weeks with a budget of just $20,000.

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Our approach was to find a way to bring to life the experience of being homeless in a realistic way so we created a unique 360-degree video experience. It dropped the viewer into a series of confronting moments, keeping it authentic by using real stories from real people who had experienced life on the streets – not actors, shot from the perspective of one of Auckland's homeless.

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