Before and After

@ W/Brasil 🇧🇷

🏆 Prêmio Central do Outdoor

Ocas is Brazil’s equivalent of UK’s magazine The Big Issue. Like its British counterpart, it’s the little push homeless people need to improve their conditions.

To promote the magazine we decided to dramatise its transformative effect on billboards in Brazil.

This was a 2 step campaign; in the first week we presented a series of words commonly associated to homelessness. No other clues were given. In the second week we used the magazine to cover part of those words and reveal the opposite meaning.

The aim was to highlight in a simple but powerful way the magazine’s positive effect on homeless people’s lives.

Tranlashwonnnnnn:

︎︎︎ Praesent at mi et arcu est
︎︎︎ Consectetur Morbi
︎︎︎ Metus dignissim nibh blandit
︎︎︎ Ut ultrices Rex