We created an emotionally-charged campaign for Vagus based on a harsh reality. The temperature in winter tends to drop well below zero during the night, which is when homeless people are most at risk of freezing to death. We contrasted this fact with the well-known nursery rhyme “I’m a little teapot, short and stout.” In the spot, the originally cheerful-sounding nursery rhyme came across as very cold from the mouths of the homeless. And convincingly so.
The online spot and short documentary circulated on social media, made it into newsletters and online media, and guided people to a special microsite where they could donate money.