More than a chair
Raising the Roof wants to change perceptions about homeless youth.
Credits
| advertiser: | Raising the Roof |
|---|---|
| agency: | Leo Burnett |
| CDs: | Judy John, Lisa Greenberg |
| copywriter: | Steve Persico |
| AD: | Anthony Chelvanathan |
| agency producer: | Franca Piacente |
| photographer: | Frank Hoedl |
| print producers: | Gladys Bachand, Kimberley Burchiel |
| art buyer: | Leila Courey |
| account director: | Natasha Dagenais |
| account planning: | Brent Nelsen, Ian Westworth |
| director: | Laurence Thrush |
| DP: | Gary Young |
| production producers: | Geoff Cornish/Erica Parks |
| prodco: | Suneeva |
| music house: | Grayson Matthews |
| music director: | Dave Sorbara & Tom Westin |
| voice director: | Karen Goora |
| editing: | Panic and Bob |
| editor: | Mariam Fahmy |
| exec. producer: | Sam McLaren |
| colourist: | Chuck @ Notch |
| online chair: | Andrew Hobbs @ Panic and Bob Online |
| online producer: | Bobbi Dedman |
| online plant & potato: | Andre Arevalo @ Crush |
| online producer: | Patty Bradley |
| retoucher: | Image Dynamics |
The point being made in this commercial for Toronto-based charity Raising the Roof is quite clear: homeless youth have potential. Developed by Leo Burnett, the ad aims to raise awareness about homeless youth with the goal of changing people’s perceptions about them, noting that if people can see the fixer-upper potential of a street-side chair, why can’t they see the potential in a displaced kid?
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