After the briefing, the agency did some research and studied reactions of people that were confronted with homeless salesmen in the streets of Duesseldorf. This resulted in a very relevant insight and the creative idea. Another challenge for the agency was finding the right partner for the realisation of the promotional event. “Congaz” a visualeffects-company that was partly responsible for the opening ceremony of the 2008 Peking Olympics was happy to be involved. They created the surprising real life experience of being invisible.

Extensive TV and press coverage in regional and nationwide media. A sold-out issue of the homeless magazine “fiftyfifty”. And last but not least a noticeable change in the behaviour of potential “fiftyfifty” street magazine readers.