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    SALVATION ARMYS CLEVER 360 FACEBOOK PHOTOS SALVATION ARMYS CLEVER 360 FACEBOOK PHOTOS

    The view behind holiday pics.

    By David Gianatasio | December 1, 2016

    Grey's holiday appeal for the Salvation Army in Canada makes impressive use of Facebook 360 photos to give users a more rounded view of poverty. 

    At first glance, posts resemble typical yuletide fare, with smiling parents and kids wishing their families and friends a Merry Christmas, complete with festive trees and colorful lights in the background. 

    But when users interact with the ads, they see things from a different perspective. Check out one of the 360 photos here.

    "When people think of life in Canada, we certainly don't imagine one in 10 people here can't make ends meet, but that's the reality," Grey Toronto president Darlene Remlinger tells AdFreak. "Poverty isn't always easy to see. It's much closer to us than we want to believe it is. And during the holidays, that's a reality even more difficult to accept. So through these different executions, we wanted to show people that appearances can be deceiving." 

    With this particular campaign, she says, "using Facebook and some of their new technologies was important for driving more interaction and more engagement with a simple, easily executed format," especially one that was cost effective and would appeal to millennials, who are comfortable with donating to causes online. 

    "We ended up shooting inside real rooming houses and real impoverished homes," Remlinger says. "None of the scenes in any of these photographs or films are artificial sets. These are all actual homes in which real Canadian families and individuals live. Places like these are so much more prevalent than we ever imagine they'd be, often in neighborhoods and places you'd never expect to find them." 

    ADWEEK

    Nov 23, 2016

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