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Here's a clever outdoor campaign from Publicis London for the homelessness charity Depaul that manages to tell two different stories with the same copy.
The ads are being placed on corners, with text on each side. If you read only the left side, the copy is all about the negative ideas people have about giving up a spare room to a homeless youth. But reading them in full, the ads actually argue for the benefits of volunteering.
"There's another side to the story," says the tagline.
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