Bates Dorland’s latest campaign for the housing charity, Crisis, is a
spoof of the popular celebrity gossip magazine, Hello!.
In a three-page pastiche of Hello! - made with the lifestyle magazine’s
permission - the campaign tells the story of a typical night on the town
for two homeless people, George and Susan, and their dog, Rags.
Written in the breezy Hello! style, the copy alerts readers to the fact
that there are currently 8,000 people sleeping rough every night in the
UK, that these people are dying on the streets at an average age of 42,
and that they are 35 times more likely to kill themselves or die from
accidents or assaults.
‘We are trying to make the ads stand out by drawing in people as though
it really were Hello!,’ explained the board account director, Nick
The first work will break in What’s on in London on 18 December, while
London Underground has donated 150 four-sheet sites to the campaign.
The Dorlands executive creative director, Tim Ashton, and the
photographer, Dario Mitidieri, devised the ads. They met the homeless
couple at a shelter and spent two days on the shoot.
The campaign follows on from the award-winning ‘winter warmers’
advertising created for the charity by S. P. Lintas, which used to hold
the Crisis account. S. P. Lintas used the same technique of
appropriating various editorial styles with arresting images of homeless
people and the food they are forced to live on.
The Lintas campaign picked up a host of awards, including a D&AD silver
and a gold at the Campaign Press Awards. Ads such as ‘compact and bijou’
parodied home interest titles, while ‘dining out’ featured photographs
by Terry O’Neill in the style of a Sunday supplement.