BOSTON Arnold has fashioned a pro-bono TV effort on behalf of Horizons for Homeless Children, a nonprofit organization dedicated to improving the lives of families without homes.
A 30-second spot from the Havas-owned agency here shows a mom tucking in her young son, kissing both him and his stuffed toy as she makes sure he's warmly snug under the covers. It turns out that the scene is taking place not in the child's bedroom, but outside in a parking lot, because the family is homeless.
The spot concludes with a sober onscreen message: "There are 20,000 homeless children in Massachusetts who need your help. You can make a difference."
"We wanted to generate pure awareness, and the best way to do it was to simply illustrate the hard reality of the situation," said Arnold's Rick Frisiello, who handled both art direction and copy.
Ron Wilcox served as creative director, while Jeffrey Fleisig directed and Kevin Shale was agency producer.
—Adweek staff report