Raising The Roof: Chair

Advertising Agency: Leo Burnett, Toronto, Canada
Chief Creative Officer: Judy John
Creative Directors: Judy John, Lisa Greenberg
Art Director: Anthony Chelvanathan
Copywriter: Steve Persico
Planners: Brent Nelsen, Ian Westworth
Art Buyer: Leila Courey
Photographer: Frank Hodel
Print Producers: Gladys Bachand, Kim Burchiel
Account Director: Natasha Dagenais

April 2012


ace85le's picture
3939 pencils

Doesn't solve the root of the problem. A chair can't steal, rob or harass you. The message and analogy is faulty.



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ScratchdCanvas's picture
30 pencils

what do you suggest, that copy should say " if you see an abandoned chair on the street you think, "it has the potential to rob me or harass me?" I disagree with you 100%....The direction is great and str8 to the point. it is exactly what one would think. good campaign for awareness of homeless youth.

adgoodie's picture
184 pencils

I don't agree with you ace85le. There's truth in what this copy says. Just the same as people would rather help a dog than a human being. I agree with this approach 100%.

sirvan's picture
29860 pencils

Great line, bad art direction.


"I love some things, and don't love some other things."

dbor's picture
1455 pencils

Is the Canada the country of homeless youth?

sirvan's picture
29860 pencils

Yes. Vancouver especially. They incentivize it with free methadone and weekly stipends. Idiots.


"I love some things, and don't love some other things."

mjdouglas's picture
76 pencils

rubbish, ever seen a chair beating someone up?

advocate's picture
268 pencils

boring visual interesting copy

gioborde's picture
1387 pencils

Forced comparison . Why base it on a paradigm that isn´t even real ?. No, Mr. Creative, its YOU who sees that in a chair, this is bad.


Nike Diesel's picture
Nike Diesel
13431 pencils


Wordfruit's picture
1023 pencils

Is your audience furniture restorers?

adgoodie mentioned a dog.

Wouldn't that strike a chord with more people?

A dog might not fit as consistently with your line 'homeless youth have nothing...but potential', and I think that's a good line. But I don't think there are that many people who would straight away start thinking about the potential of the chair.

observant vicky's picture
observant vicky
194 pencils

I've seen same copy campaign with different visuals earlier...

karan raghav's picture
karan raghav
210 pencils

the bestest...

nicolausmayo's picture
196 pencils

nice concept

killazol1's picture
354 pencils

great insight, great copy. visual... eh! But nice work

vote4pedro's picture
4601 pencils

Actually, I see an abandoned chair on the street and think, "the asshole could have at least waited until trash day to leave his chair on the street."

ScratchdCanvas's picture
30 pencils

ones' trash is others treasure

chris harris's picture
chris harris
14 pencils

very nice idea. congrats, guys.

Manoma's picture
1108 pencils


mertos's picture
904 pencils


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