ABOUT

The brief was to raise awareness for Concordia, a social centre which houses approximately 400 homeless children. Since, the homeless kids are usually regarded as motives for the audience's humanitarian warm feelings, especially in the social campaigns, we tried to do for Concordia something different - we focused on these kids themselves and we tried to propose a new point of view on this matter.

For Concordia, these kids are not just some poor helpless human beings but rather real heroes in their fierce battle for survival. Because this is their childhood - a fierce battle against poverty, hunger and lack of chances, a cruel survival of the fittest. Concordia respects these unknown heroes of the streets and fights to offer them a better childhood and a better future.

Creative Director: Oliver Kapusta
Copywriter: Adrian Dragan
Art Director: Cosmin Ezaru
Strategic Planner: Teodor Cucu
Photography: Carioca Studio