First United focuses on those not homeless for the holidays.


advertiser: First United
agency: DDB Canada, Vancouver
CDs: Cosmo Campbell, Dean Lee
AD: Colin Hart
copywriters: Kevin Rathgeber, James Chutter, Cameron Reed
community cultivator: Cameron Reed
account executives: Kaeda Cameron, Karen Martin
sculptor: Aaron Jordan
original artist: Mark Jenkins

Homelessness is certainly an issue that has a face, or many faces, in cities like Vancouver, but just before the holidays, First United wanted to focus on the faceless – those homeless that have found homes thanks to the efforts of the inner city ministry of the United Church of Canada. It enlisted DDB to develop a stunt that put faceless body sculptures, in the familiar poses of homeless people, around downtown Vancouver. Instead of change in the cups presented to passersby, there were paper slips directing them to Facebook profiles for the various sculptures.