This campaign came out a little while ago, but I think it’s brilliant. It’s a charitable take on the Tamigochi (sp?) craze of old, creating interactive interest in the plight of London’s homeless.
It’s something that we all know about, but often choose to ignore. This intelligent campaign keeps it top-of-mind and makes it very real. I also discovered that it was created by an agency I used to work for, by coincidence.
Befriend a hobo: