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Megamax & Moyai “Homeless Bed Collection”

Cannes Lions Shortlist.

Homelessness is an increasing problem in Japan and and especially difficult issue as it is often viewed as the fate that one brings upon oneself. To raise awareness and donations to this ongoing crisis, we created the Homeless Beds Collection –a clever campaign for Megamax, Japan’s leading bed and furniture megastore, and Moyai, the Japanese Association for the Homeless.

Using elements that mimic the streets of Tokyo, like rough asphalt mud, dirty cement and stinky sewer lids with rats, the beds replicate in detail the horrible conditions where thousands sleep in every night.


Print & Poster.


For an unexpected finale, its message will now reach the most powerful politicians on earth, as the collection was selected to be displayed at the G7 Summit taking place at the end of May in Japan.

Making Of:

Copywriting & Creative Direction.

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