Cannes Lions

SHELTER

LEO BURNETT, London / SHELTER / 2010

Awards:

1 Gold Cannes Lions
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Overview

Entries

Credits

OVERVIEW

Description

The Shelter House of Cards ad campaign was designed to raise awareness (and funding) of housing crisis facing the UK in the wake of the economic crash.

A key component of this campaign was the House of Cards Exhibition, which consisted of the ultimate deck of cards designed by 52 leading artists.As part of this project there was a need to create an exhibition poster.

Execution

An identity for the project had been created with the belief that a simple, typographic solution would act as a neutral counterpoint to the work of the various artists.Part of this identity involved the creation of a fifth symbol to go alongside the Heart, Spade, Club and Diamond. This symbol was a House.We paired the House with the Heart to make an ambigramic poster that not only made an emotional statement but also played into the ambigramic nature of playing cards in a premium way befitting the project.

Outcome

The exhibition was a huge success – thousands visited it in person and hundreds of thousands visited it online.

Furthermore the subsequent auction and the sale of the limited edition packs of cards raised over £150,000.Overall the campaign led to a 1600% increase in the number of online discussions on homelessness issue and helped secure several new government initiatives to prevent repossession.

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