Role: Concept + Art Direction
In Brazil, where more than 25,000 people call the streets their home, a troubling paradox persists.
This situation has become so common that many simply choose to ignore it.
To draw attention to the cause of ARCAH, an NGO that assists homeless individuals through social reintegration initiatives, we created a poignant photo essay.
By removing the visual barriers created by clothing, often a symbol that defines and separates social classes, we revealed a simple but powerful truth: beneath our clothes, we all share the same human essence. The visual and strategic concept invited people to look beyond appearances and recognize the humanity of those who are too often overlooked, challenging the invisible boundaries that divide us. The photos were showcased in a public exhibition and on Instagram, in a virtual version.
Results
- Some of the country's major media outlets reproduced the photos, reaching an audience of 34 million people.
- Some of the country's major media outlets reproduced the photos, reaching an audience of 34 million people.
- Donations increased by 30% during the event.
- Silver Effie Awards Brasil Winner
