Camouflage might be used to conceal people, but the Homeless Veterans Project campaign wants to bring some of them to light. A clever series of print ads, the camo patterns not only represent the soldiers that are being referred to, but also how the issue of homelessness often goes unnoticed. Each classic camo shirt has been tweaked to include an image of a displaced person, from someone sleeping on a bench to another rummaging through the trash.
The Homeless Veterans Project campaign was conceived and executed by Gatesman+Dave, an ad agency based in Pittsburgh, United States. Art directed by Matthew Axeman with creative direction by Dave Kwasnick, the ad campaign reads, "More than 107,000 Veterans are missing in action on America’s Streets. Help now at HomelessVetsProject.org."
Cheerless Camo Ads
The Homeless Veterans Project Campaign Helps Returned Soldiers
Trend Themes
1. Camo Awareness - Creating print ads with camo patterns to raise awareness about homelessness issues.
2. Visual Representation - Using imagery on camo shirts to depict the reality of homeless veterans.
3. Invisible Heroes - Highlighting the unnoticed problem of homeless veterans through camo-themed ads.
Industry Implications
1. Advertising - Utilizing creative print ads to bring attention to social issues.
2. Nonprofit - Supporting the cause of homeless veterans through awareness campaigns.
3. Fashion - Incorporating meaningful imagery onto camo clothing for social impact.