Habitat for Humanity Portland

Outdoor Campaign

A Portland Habitat for Humanity home is 1,050 square feet of opportunity, stability and equity. To communicate the need for local support to build local dreams, we created an outdoor campaign designed to celebrate (and inspire) the hero within. 

Under the banner of “a picture is worth a thousand words,” we developed a photographically driven concept that portrays Portlanders, in concert with Habitat, as heroic builders of change. The iconic Portland figures, engaged in symbolic acts of construction, are depicted in an over-the-top and almost fantastical way to demonstrate the enormous impact of local support.

The response to this out-of-the-box outdoor campaign has been, well, super. The vanity URL, habitatforportland.org, has garnered a significant boost in visitors, and positive word-of-mouth has included accolades from the housing community at the Oregon Opportunity Network Gala and a thumbs-up from city council members. 

In the immortal words of Robin, Holy outdoor boards, Batman!

Behind the Scenes

Central to the success of this concept was casting talent for the photography that would grace the boards. Shot by the uber-brilliant (and yes, ultra-heroic) team at AndyBATT Studio, the photographs were designed to capture the iconic quirkiness of the Portlander archetype: hip, grounded, authentic and unique. Andy Batt et al helped us locate and depict everyday Portlandic heroes with a singular style that brought larger-than-life to life.