Crisis made a giant sculpture of a homeless person to draw Londoners' attention

Campaign from Adam&Eve/DDB aims to make the issue 'impossible to ignore'

Published On
Dec 07, 2022
Homeless person sculpture

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A new campaign by the charity Crisis is making homelessness "impossible to ignore" for Londoners, by placing a giant, hyper realistic sculpture of a homeless person outside the city's Kings Cross station.


Agency Adam&Eve/DDB worked with artist Sophie de Oliveria Barata and production company Creative Giants to create the 4.3 meter (14.1 foot) sculpture, which uses AI face mapping technology to combine facial features of 17 real people who have experienced homelessness. It took 10 weeks to create and is surrounded by QR codes leading visitors towards the Crisis website with opportunities to read people’s stories of experiencing homelessness, as well as donate to the charity. After today, the sculpture will move to Birmingham's Bull Ring. 

The sculpture also features in a primetime TV ad made for the campaign, below. Produced in collaboration with new-land and directed by Bjarke Underbjerg, the film carries the same "Impossible to ignore’ message that runs throughout the integrated campaign.



The campaign is based on the insight that the more homeless people we see, the less we really see them. It's an all too common reaction as people choose to walk past and ignore the devastating impact of homelessness because it’s too uncomfortable to confront. 

“Every day at Crisis we are confronted with the impact homelessness has on people’s lives and every day we see that it doesn’t have to be this way," said Catherine Ashford, head of marketing and communications at Crisis, in a statement. "But we know homelessness is an issue people find overwhelming, and while many want to see change, too many of us continue to turn away. Now, with rents rising and increasing cost of living pressures pushing more and more people into homelessness, this growing problem must finally be confronted."  


Dec 07, 2022
Client :
Agency :
Head of Brand :
Anna Shardlow
Head of Marketing :
Catharine Ashford
Marketing Lead :
Sam Gough
PR Lead :
Katie Cooper
Media Lead :
Sophie Reardon
Head of Talent :
Holly Parker-Monks
Web Design :
Sarah Power
Campaign Manager :
Suzane Miller
Chief Creative Officer :
Richard Brim
Executive Creative Director :
Mike Sutherland
Executive Creative Director :
Ant Nelson
Copywriter :
Mike Sutherland
Art Director :
Ant Nelson
Agency Producer :
Amy Simmons
Agency Producer :
Hannah Needham
Assistant Producer :
Thiara Macalinao
Assistant Producer :
Lynn Murphy
Planner :
Catherine Willoughby
Tammy Einav
Account Management :
Fraser Thomson
Account Management :
Lily Henry
Account Management :
Lydia Barber
Account Management :
Tatty Milliken
Project Management :
Ella Rivron
Designer / Typographer :
Scott Silvey
Media Agency :
The Kite Factory
Media Planner :
Laura Osborne
Media Planner :
Rik Moore
Media Planner :
Gregor Chalmers
Media Planner :
Frankie Elton
Media Planner :
Megan Ashdown
Media Planner :
Patrick Beswick
Media Planner :
Caroline Dolan
Design & Production Lead :
Creative Giants
Creative Director :
Simon Vaughan
Design Director :
Ben Kearns
Producer :
Victoria Dobrowolska
AI Face Blender :
Chris Chowen
Sculpture Artist :
Sophie de Oliveira
3D :
Ian Bryne
Millimetre :
Harriet Lansdown
Editing Company :
Cain & Abel
Editor :
Ash Sykes
Social :
Judith Tulkens
Social :
Matt Osborne
Social :
Phoebe Wright
Videographer :
Dan Boulton
Post Production :
Cain & Abel
Post Producer :
Carmen De Witt
Post Producer :
Olivia Hards
Photographer :
Nicky Hamilton
Photography Production :
Process Photography
Photography Assistant :
Chris Maken
Photography Post Production :
Dennis Tuffnell
Production Company :
Managing Director :
Trine Pillay
Executive Producer :
Daniella Manca
Producer :
Jake River Parker
Director :
Bjarke Underberg
Joe Cook
Production Manager :
Maddy Williams
1st AD :
Freddie Wright
2nd AD :
Oli Hill
Production Runner :
Leda Contopanagos
Production Runner :
Krishita Desai
Production Runner :
Tom Gonzales
1st AC :
Milo Brown
2nd AC :
Scarlett Gardener
Steadicam Operator :
Luke Snowball
Davo McConville
Grip :
Jay Matthews
Gaffer :
Ben Miller
Spark :
Peter Musgrave
Sound Operator :
Edwin Weiss
Art Director :
Soo Young
Art Assistant :
Leonora Schytte
Wardrobe :
Doug Broad
Emma Gandolfo
MUA Assistant :
Holly Elmes
Editing Company :
Ten Three Editing
Editor :
Elena De Palma
Edit Producer :
Eppie Bowler
Post Production :
Untold Studios
VFX Creative Director :
Ben Cronin
VFX Lead Artist :
George Rockcliffe
Post Producer :
George Reid
Post Producer :
Ian Berry
Colorist :
Didrik Bräthen
Audio Post Production :
Wave Studios
Audio Engineer :
Parv Thind
Audio Engineer :
Ben Gulvin
Music Supervision :
Theodore Music

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