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We spend a lot of time keeping track of the latest celebrity gossip (raise your hand if you watched Kanye propose to Kim). But have you ever wondered what might happen if we spent as much time caring about people living in poverty? If so, then watch this celeb show spoof by DDB Canada for Toronto-based Woodgreen Community Services’ Homeward Bound program. Or skim through the print ads and OOH that take a cue from gossip mags. The content’s not nearly as entertaining, but that’s sort of the point.

Credits:

Brand: Woodgreen Community Services
Agency: DDB Canada, Toronto
Chief Creative Officer: Kevin Drew Davis
Executive Creative Director: Denise Rossetto, Todd Mackie
Creative Director: Paul Wallace
Copywriter: Domenique Raso
Art Director: Rebecca May
Designer: Italo Siciliano
Agency Producer: Andrew Schulze
Account Team: Cathy Grendus, Account Director; Dina Garay, Account Coordinator
Strategy: Lisa Hart
Information Architect: Dale McRae
Social Media Strategy: Lisa Hart, Dino Demopoulos
Media Company: OMD
Production Company: Corner Store
Director: Jorn Haagen
Director of Photography: Jorn Haagen
Cameraman: Jorn Haagen
Executive Producer: Jennie Montford
Line Producer: Todd Huskisson
Post-Production Company: School
Editor: Brian Wells
Online Company: AXYZ
Online Producer: Jenna Craig
Online Editor: Ron Dubuc
Colour: Alter Ego
Colourist: Eric Whipp
Audio House: RMW Music
Audio House Producer: Dustin Anstey
Audio House Producer: Jeff Cohen
Documentary Director: Peter Andrew