Cannes Lions
DDB & TRIBAL WORLDWIDE AMSTERDAM, Amsterdam / DE VOLKSBOND / 2016
Awards:
Overview
Entries
Credits
Description
In most film productions background actors, or extras, are used to make the scenes look lively and realistic. For these roles no formal training is needed; it can be anyone.
For every day on set the extras get paid a fee.
As these people aren’t cast for specific skills or looks, we came to thinking: why don’t we use people who really need that fee?
Introducing: Homeless Extras. A brand-new casting agency for homeless men and women who can be cast for every film production.
Homeless Extras was set up together with De Volksbond, an Amsterdam-based charity organization helping the homeless with activities and night shelter.
The fee earned by the homeless can be used for night shelter, food or to help them turn their lives around.
Execution
The first shoot with homeless extras was documented for an introduction film. The film was made with the voluntary help of an ad agency and film company.
We depicted reality: the homeless extras were immediately accepted by the whole crew and supported in doing their job. Crew, clients and the homeless extras were very happy and proved that the concept works.
We pushed the video and booking website with the voluntary help of a PR agency.
The project quickly got picked up by industry media as well as big Dutch and international media titles.
This way Homeless Extras was established and the first bookings were made.
After the introduction we will keep on sending look books in DM and social media reminders to 150+ Amsterdam-based companies to keep reminding them to book our extras.
Outcome
Three months after launch, over 50 extras had been cast and one of our talents even became the main face for a campaign.
Bookings were made by ad agencies, casting agencies, brands and production companies that now see that supporting the homeless can be done by hiring them as extras.
Homeless Extras generated over 10 million media impressions without any budget.
This positive buzz helped to establish the project, plus shift the negative image around the homeless.
With Homeless Extras we now run a new casting agency in the Amsterdam industry.
One that sparks confidence in people and encourages rehabilitation.
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