We wanted to create an ambient campaign, which would help to raise awareness of The Passage, a London homeless shelter, and increase donations. The budget was zero. We used freely-available cardboard boxes to create signs for the volunteers to hold with their collection pot. The signs highlight the nature of the charity in a unique way – we used an item usually associated with the homeless (cardboard boxes) to captivate the audience and move them to part with their money. These signs were displayed by volunteers in London's busy Victoria Railway Station. We helped to increase donations to The Passage by over 25% in a three-hour time frame. Awareness of the charity was also improved – the campaign reached over 750,000 people on Twitter and Facebook within hours of going live.