Every year JWT has a coat drive where they try to get people to donate their old coats for the homeless. They wanted to create a piece of communication to help hammer home why, and stir people into rummaging through their closets again. So they created an installation. The idea was to paint a giant homeless person on a wall and place coat hooks on the upper half of his body. As people hang their donated coats on the hooks. A giant coat is formed, clothing the giant figure. In the end they ran into the problem of perhaps being a little too successful. They had too many coats to cover the figure in the end. About four times too many. It’s a problem they can live with.
Agency: JWT New York, U.S.A.