DECORAZÓN Campaign | Supporting Homeless People in Spain | Clapboard

DECORAZÓN

DECORAZÓN is a compelling digital and film campaign launched in Spain in 2022 to support the Hogar Sí Foundation's ongoing fight against homelessness, a pressing issue affecting over 37,000 people in the country. Created by the ad agency Maart for the Hogar Sí brand, the campaign innovatively leverages the concept of symbolic donations through furniture that homeless individuals cannot afford. Central to the campaign is a specially designed online store featuring products that each tell a poignant story connected to homelessness, turning everyday household items into powerful symbols of the harsh realities faced by those without homes. By purchasing these items, consumers contribute directly to the foundation’s efforts, making the act of shopping a meaningful form of social support. This approach creates an emotional connection between the audience and the marginalized population, highlighting not only the stigmatization they endure but also the fundamental lack of a home to furnish. DECORAZÓN integrates a range of media touchpoints including a digital spot tailored for online channels, social media engagement, and impactful outdoor graphics, all unified to maximize reach and drive donations. The campaign’s strategic blend of storytelling and e-commerce serves to raise awareness while facilitating tangible action among viewers, positioning the consumer as an active participant in combating homelessness through a simple, symbolic gesture that resonates deeply on both an emotional and practical level. Delivered entirely in Spanish, DECORAZÓN stands out as an innovative public interest initiative that redefines donation campaigns by merging empathy with everyday consumer behavior.

Credits

Client

HOGAR SÍ

Agency

Maart

Creative Director

Pablo Martí

Copywriter

Lucas Castro

Art Director

Pablo Martí

Account Management

Daniel Grimaldos

Production House

Iberian Media

Cinematographer

Carlos Grahn

Vocalist

Claudio Serrano

The DECORAZÓN campaign by HOGAR SÍ leverages a compelling brand proposition centered on empathy and social responsibility, positioning the brand as an active agent in addressing homelessness in Spain. The campaign’s core promise lies in transforming everyday consumer actions—purchasing furniture—into meaningful contributions to a social cause, thereby bridging the gap between the public and the lived realities of homeless individuals. By symbolizing donations through tangible products that homeless people cannot access, HOGAR SÍ humanizes the issue and fosters a deeper emotional connection, emphasizing that the lack of a home precludes basic comforts others take for granted. Strategically, the campaign employs a narrative approach that brings the audience into the experience of homelessness through the lens of common household items, each with its own story linked to the challenges faced by homeless people. This creative angle taps into a broader social insight: while homelessness is often invisible or stigmatized, relating it to familiar objects personalizes and demystifies the hardship. The multi-channel execution—including digital video, social media, outdoor graphics, and an integrated e-commerce platform—creates multiple touchpoints optimized for engagement and conversion. By allowing audiences to make donations via product purchases, the campaign effectively merges commerce with charity, appealing to socially conscious consumers motivated by actionable impact rather than abstract appeals. Targeting the Spanish public, where over 37,000 people experience homelessness, the campaign succeeds in contextualizing social responsibility within everyday consumer behavior, reinforcing HOGAR SÍ’s role as both an advocate and facilitator of tangible change.

FORMAT#3 SYMBOLIZE THE PROBLEM — Uses symbols or analogies to represent the problem instead of showing it literally. This campaign uses actual furniture—products from an online store—as symbolic devices to represent what homeless people lack: not just physical shelter but the dignity and normalcy associated with home items. By centering on unattainable furniture and their related backstories, the spot doesn’t just state the housing crisis; it uses each product as an analogy for what’s missing in the lives of those without a home. The donation mechanism (buying furniture items) deepens the symbolic connection, encouraging viewers to empathize and act via this metaphor rather than direct demonstration or storytelling. There’s clear use of symbolism to evoke the problem’s emotional and social gravity, not a straightforward narrative or problem–solution exposition. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats