For Good Shepherd Ministries, which serves over 1,300 meals to the homeless every day, the winter months are crucial for getting its message out. To do that this year, the organization and agency Blackjet have set up black Christmas trees on King and Queen Streets in Toronto, decorated with ornaments bearing messages like “Homeless people are easy to ignore. Hopefully this ornament isn’t,” and “At least you can give this ornament a home,” with a call for donations spray-painted on the sidewalk. The idea is that the trees will get people to stop and notice the issue at hand. And when you’re an organization that works with the homeless, attention-grabbing creative is especially important, since it has become all too easy for pedestrians to overlook the less fortunate as they walk by.

Credits:

Brand: Good Shepherd Ministries
Agency: Blackjet
Creative Director / Writer: Mo Solomon
Creative Director / Art Director: Marco Marino
Production Manager: Ravi Chandran
Web Developer: Travis Nischuk