Sidewalks of Paris
A strong guerrilla campaign done in France by Médecins du Monde to get people’s attention on the drama of clochards sleeping and dying on the streets every winter because of the cold.
Copy says: Every winter, hundreds of homeless die on the sidewalks. React.
The agency is Euro RSCG C&O.
Maybe it’s not an extremely original concept (I believe a lot of campaigns for road safety have been already using it) but it’s new the problem they apply it to.