Home for the Homeless

Client: +Peace x IKEA
Role: Copywriter

Hostile Architecture is everywhere — spikes, dividers, and barriers designed to keep homeless people from resting in public space. It's an everyday form of violence, often ignored.

To expose it, we partnered with IKEA to flip the narrative. Using their signature blueprint style, we rebranded hostile architecture as if it were actual furniture. The designs were turned into posters and outdoor activations to raise awareness and pressure local authorities to remove them.

The message was simple. If we want peace in our cities, we have to start by giving people the right to exist in them.

I co-wrote the campaign with Hatem El Akad, working alongside Ted Pedro and Lee I on creative development.

Awards and Recognition

• Fast Company World Changing Ideas Awards (2021) – Honorable Mention

• The One Club – Young Ones (2020) – Merit

• Applied Arts Awards (2020) – Advertising – Single

• Communication Arts (2020) – Advertising