Conceptualized as a campaign to increase donations leading into the holiday season, “Not Everyone Can Be Home” was meant to illustrate the empty space left by a loved one undergoing care in hospital during a time of year meant to be about family. As per the brief the campaign was meant to also illustrate DEI practices and encapsulate the incredibly diverse population of the GTA. As such instead of having this be a Christmas campaign it’s iterated around a variety of holidays throughout november and december, notably Christmas, Hanukkah, and Kwanzaa (plans to include Diwali were scrapped due to the connection not being obvious enough through a still image, though would be a great candidate for a secondary video ad in the same style as the one mocked up here).
