This project started out as a simple print ad and evolved into a catalog and an e-commerce site that allowed people to 'buy gifts' for street kids, instead of just making a donation. Below is the writeup I did for Cannes which is vaguely serious and has stats in it.
The Great Recession has hit everyone hard, and perhaps no one harder than charities. Our concept was to create a gift book for Covenant House, so people could feel like they were buying gifts for ‘street kids’ rather than just donating money. We used the look and feel of a traditional holiday catalogue but added gritty street kids to express that helping them is really what the holiday spirit is about. Covenant House exceeded their donation goals by over 33% which helped keep more kids warm and fed during the harsh Canadian winter.