The Ali Forney Center (the biggest queer homeless shelter in America) asked us to simply make some banners and a newsletter for their “Homeless for the Holidays” campaign.
But instead of just doing that, we wrote podcast ads for celebrity podcasts, entered into NYC’s biggest gingerbread competition, and raised 4 million dollars for homeless queer teens.
Atlanta Addy's | Social | Silver
Inspired by the holiday tradition of baked goods, we reflected on the many LGBTQ+ youth facing homelessness during the season. Through our concept, Baking Seasons Brighter, we created a campaign designed to bring in donors and support the vital work of Ali Forney Center.
To help bring the campaign story to life. I was tapped to concept and design the donation mailer. I directed AI image prompts to blend the grit of an NYC brownstone with the warmth of a gingerbread cookie– creating a surreal visual world that shaped the campaign's identity.
The mailer unfolded like a holiday card, revealing a testimonial and cookie sheet insert, tied together with the line: This Gingerbread Home Kneads Dough.
We expanded the campaign into social with a series of digital ads that pushed the visual language further, portraying overlooked spaces-park benches, subway trains, and tents– as places that become "home" but should not be.
Client: Ali Forney Center
Agency: BBDO Atlanta
Group Creative Director: Mariana Costa
Creative Lead: Sean Chance
Sr. Art Director: Sally Haywood
Sr. Copywriter: Taylor Hagin
Art Director: Adam Williams
Copywriter: Allie Rossem
