In Canada, 235,000 people experience homelessness every year and although homeless people are often seen, they are never truly noticed. How do you design OOH that takes something that is always ignored and make it captivating, while also maintaining the authenticity and integrity of its inspiration? By designing how it’s displayed.

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Introducing The Homeless Castle, a uniquely designed approach to OOH. A 25-foot tall castle designed to represent the hopes and dreams of Canada’s homeless. We used signage and details from homelessness to create a powerful visual. Because no dream should be homeless.