Crisis’ colossal problem

Crisis UK – Impossible to Ignore

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Agency adam&eveDDB/London
Production Company New Land
Director Bjarke Underbjerg

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Credits

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Agency adam&eveDDB/London
Production Company New Land
Director Bjarke Underbjerg
Design/Production Lead Creative Giants Art
Editing tenthree
Post Production/VFX Untold Studios
Music Supervision Theodore
Audio Post Wave Studios/London

Assistant Producer Thiara Macalinao
Assistant Producer Lynn Murphy
Creative Director Simon Vaughan
Design Director Ben Kearns
Producer Victoria Dobrowolska
Art Director Sooyoung Hahn
Executive Producer Trine Pillay
Executive Producer Daniella Manca

Producer Jake River Parker
DP Joe Cook
Producer Eppie Bowler
Editor Elena De Palma
Creative Director Ben Cronin
VFX Artist George Rockliffe
Producer George Reid
Executive Producer Ian Berry / (Executive Producer)

Colorist Didrik Brathen
Designer/Typography King Henry Design
Audio Engineer Ben Gulvin
Audio Engineer Parv Thind
Chief Creative Officer Richard Brim
Designer/Typography Scott Silvey
Executive Creative Director/Art Director Antony Nelson
Executive Creative Director/Copywriter Mike Sutherland

Producer Amy Simmons
Producer Hannah Needham

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This impactful new campaign for Crisis was conceived by adam&eveDDB and aims to make the problem of homelessness Impossible to Ignore this winter.

A towering sculpture of a street sleeper was erected this week at London's Kings Cross station as a visible testament to the hundreds of thousands of people currently without a home.

The 4.3-metre-tall sculpture, created by hyper realism artist Sophie de Oliveria Barata, working with Creative Giants, was designed using AI face-mapping technology to combine the facial features of seventeen real people who have experienced homelessness.

After spending two days at Kings Cross, Alex was moved to the Birmingham Bullring where it will continue to raise awareness. The campaign is supported by a hero film, Impossible to Ignore, which was directed by Bjarke Underbjerg and produced by new-land.

The 4.3-metre-tall sculpture, Alex, was designed by artist Sophie de Oliveria Barata.

The campaign is based on the insight that the more homeless people we see, the less we really see them. This behaviour reinforces an all-too-common reaction as people choose to walk past rough sleepers, finding it uncomfortable to confront their situation.

Sitting at 2.5 tonnes and the height of a double-decker bus, the sculpture, named Alex, took 10 weeks to create. It is surrounded by QR codes leading visitors towards a website where they can read real stories of homelessness, as well as donate to the charity.

New research reveals that homelessness has increased 32 per cent since 2020 figures – driven by the cost-of-living crisis and the economic and social impacts of the pandemic.

It’s thought that 300,000 households could be made homeless next year.