For the past ten years, the Old Brewery Mission has been running a program to help homeless men and women get off the streets and rebuild their lives. The results have been concrete: the foundation helps get people back on their feet.

To raise awareness of these successes and keep donations pouring in, we created this optical illusion print campaign. In rotating the page (or turning your head to one side), the person lying on the street gets back on his or her feet. The idea is to demonstrate that a simple act can help turn a bad situation around. 

A big thank you to our models Gabriel, David, Linda, and Suzy – all participants in the social reintegration program – for their patience and generosity in donating their time to this campaign.

Agency: Ogilvy Montréal
Creative Team: Julie Gérard
& Janin Blondel