On February 22, during the Oscars, we promoted a stunt on Facebook. While many anxiously awaited to discuss the looks of the red carpet, we grabbed a chance to reveal our cause.

Using the red carpet coverage as bait, we posted the video “Red Carpet: how they dressed on Hollywood’s biggest night”. In it, a red carpet is unrolled on Lisbon’s streets. But instead of celebrities with million-dollar looks, we see the city’s homeless in clothes they’ve been wearing for weeks or even months.

By simulating the coverage of the Oscars Red Carpet on Facebook, we obviously played with people’s expectations. When we twisted those expectations, we directly aimed at their worldview. The message hit people pretty hard and immediately had them trying to work out their own conscience.

Using the red carpet coverage as bait, we posted the video “Red Carpet: how they dressed on Hollywood’s biggest night”. In it, a red carpet is unrolled on Lisbon’s streets. But instead of celebrities with million-dollar looks, we tell the stories of the city’s homeless and the clothes they’ve been wearing for weeks or even months.

More than 250.000 views in less than 48h, in a country with less than ten million people and zero media investment.

A reach of 1.076.736 people and 2.640.301 impressions.

The national media, including renowned fashion bloggers, talked about the campaign. In the end, Comunidade Vida e Paz received thousands of clothes and hundreds of people committed themselves to donate part of their IRS.