Homeless People Used to Condemn Use of Homeless People In Ads

Dripping with egotistical irony, this Giovanni+Draftfcb Rio de Janeiro-created campaign for the Creative Club of Rio de Janeiro rips on the nation's apparent obsession with the use of homeless and disabled people in advertising seemingly to achieve creative brilliance and win awards at their expense.

With headlines, "I helped a copywriter become a creative director", "I've made a creative team win a lion at Cannes" and "Thanks to us. An art director had his salary doubled," pulls no punches while, at the same time, does the very thing it's trying to stop.

The copy reads, "Homeless and disabled people are helping many advertising professionals achieve success. Not mentioning the ones wounded in wars and the ones infected with AIDS, who are always giving a helping hand. But, isn't it the other way around? Next time you have a brilliant idea for a starving nation, war refugees or AIDS victims ad, remember to ask yourself this: brilliant for whom?

We don't know whether to praise this campaign for its noble efforts or condemn it for egotistical ignorance. See the other two executions here and here.