AIDAN ZECCHEL

Level the Playing Field Campaign

Art Direction, Photography

Sports metaphors and the value of teamwork are rooted in our society and those with a functioning heart  love to root for the underdog. Positioning homeless youth as such makes it easier to connect with the struggle. The contrast of juxtaposing familiar symbols and imagery in unexpected forms or places invites a closer look.

This campaign would roll across print ads, social media, as well as engaging people in their homes with direct mail. The die-cut provides a juxtaposition of the stark imagery onto their comfortable home environment. In addition, the foam finger could be adapted to any sports team willing to collaborate for charity.
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