Talk about inspired use of real people: A low-budget but utterly high-concept campaign for Real Change, "Seattle's newspaper of the poor and homeless," simply alternates shots of seriously down-and-out homeless people with seriously upscale folks, but they address the camera with the other's dialogue. So we have a homeless guy saying something like, "I spent the day at the spa," then an exec type in a suit saying, "Sometimes they look at me like I'm an animal." At the end of each spot, the two protagonists pose together, behind a "Change perspective" super. There's something so simple and poignantly dignified about all this, the message and the craft become one. Very rare, indeed.
Client: Real Change Agency: Wongdoody/Seattle CD: Tracy Wong CW: Matt McCain AD: Pam Fujimoto Agency Producer: Dax Estorninos Director: Branson Veal/Lenz Film Editor: Alan Nay/Recess Editorial Sound Design: Vince Werner/Clatter & Din