Smart to use the rising star amongst smartphone apps in this campaign from the Chilean Fundación gente de la Calle (People of the streets Foundation). It’s the harsh view with InstaWeather, the app which combines Instagram with current weather conditions.
The tagline therefore is a bit confusing. ‘Reality has no filters’ refers to the famous Instagram color filter. Which makes real life looks like paradise. But the weather notation is real. More real when you are homeless.
The main objective of this campaign is to generate awareness for new members, volunteers and donations from both individuals and companies.
The foundation is on Instagram too.
Fundación gente de la Calle (People of the streets Foundation)
Mayo Draft Fcb, Santiago, Chile
Chief Creative Office: Carlos Guerra Oviedo
Creative Directors: Andrés Díaz, Paulino Caffarena
Art Directors: Paulino Caffarena, Marco Calderón, Andrés Díaz./a>.
Copywriters: Andrea Olivares, Carlos Guerra Oviedo
Photographer: Daniel Araya
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