Open House on Poverty

Glossy partnered with Grey Canada to promote its “Open House” for the Salvation Army of Canada. The campaign staged a real life “Open House” exhibit to show how poverty often remains hidden behind a seemingly fine exterior. From the outside, the home looked well kept. But inside, the public was faced with a different reality. Unknowingly, the public walked into a home representative of a family living in poverty. The open house provided an interactive, immersive experience with plaques and visual displays highlighting the struggles of over 300,000 Canadians living in poverty. The house featured hidden cameras to capture people’s reactions to the displays. Read the press release.

Here’s some traction on the campaign: Adweek, Creativity, Design Taxi, Little Black Book, Media Post, Huffington Post, The Drum, Ads of the World, Best Ads on TV, The Stable, AdNews.