INSIGHT

Christmas 2023 saw 7,000 individuals facing homelessness in Manchester, with the majority being overlooked by people too busy focusing on the festivities of the season.

IDEA

The Hidden Homeless is a brand activation for the homeless charity Barnabus. We highlighted these overlooked individuals by taking the traditional Christmas card and turning it into an opportunity to share the brand's message. The cards depicted festive scenes of Manchester; however, upon further inspection, a homeless figure could be seen in each image, revealing the harsh realities they face during the winter.

The cards were crafted in under two weeks by utilizing Adobe’s Firefly AI to insert the homeless figures into the images and to create the traditional oil painting style.