client
Comunidade Vida e Paz
industry
Non-profit
focus
Advertising Campaign // Art Direction // Design // Editorial // Photography
role
Designer
Art Director
Comunidade Vida e Paz is a non-profit organisation with the aim of giving support to the homeless community in Portugal.
Every Christmas they mobilize hundreds of people to create a big party. This event features the services and experiences that someone who's homeless might need: a barber, a hot shower, quality food, government services and even entertainment to boot.
To raise awareness for the cause, raise funds and showcase what the organisation is about, we decided to tell a different Christmas story. One that features success stories from all the people that interact with CVP: volunteers, former homeless people and benefactors.
These stories were then told throughout the the campaign in order to inspire people to volunteer, donate and to provide success stories to people that might feel they have nowhere to turn to.
Client: Comunidade Vida e Paz
Agency: Unlock Brands
Creative Direction: Carlos Constantino
Identity & Design: Seb de la Guardia
Copywriting: Joaquim Albergaria
Photography: Ricardo Casal
Agency: Unlock Brands
Creative Direction: Carlos Constantino
Identity & Design: Seb de la Guardia
Copywriting: Joaquim Albergaria
Photography: Ricardo Casal
Concept
Every year we hear the same Christmas stories. Same Christmas movies. Same Christmas songs. We wanted to tell a different kind of Christmas story. A story about home.
In order to explain what the organisation does, we decided to tell it's story through the stories of the people impacted by it: volunteers, benefactors and former homeless people that, with the help of CVP, turned their life around.
A special
By featuring the people that fuel Comunidade Vida e Paz, we could show every side and area of focus of the organisation.
