Cardboard City created for new stop-motion Heart for the Homeless campaign

Non-profit organisation Heart for the Homeless has teamed up with creative agency The Lume to launch a new campaign aimed at raising awareness of homelessness in Australia.

The ‘It’s Your Move’ campaign encourages people who are moving house or downsizing their property to donate unwanted items to local charities, who then redistribute the goods to those in need.

Heart For The Homeless founder Leighton Walters said he believes the initiative can impact the lives of the homeless.

“Rather than throwing away their disused or unloved clothes and furniture, we are encouraging all tenants and homeowners to think about donating their unwanted goods to someone less fortunate in the community through our organisation.”

The stop-animation video by shows the process of how a person can donate their goods.

To create the ad, the team took more than 2500 photos of 450 cardboard cut-outs over the space of 900 hours, using Ikea and cereal boxes.

Company owner of The Lume John Cavallaro said although the agency had never done stop-motion or built a miniature set before, they still had fun.

“I sought the advice of several of the world’s leading stop motion animators who had worked on movies like Caroline, and the new Lego movie. Most of the time we felt like big kids playing with toys.”



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