The homeless of New York show how invisible they’ve become in this “hidden camera” treatment

Hidden camera or “prankvertising” might be getting a bit tired but there’s always room for such mechanics to be given a refresh with a new creative thought.

This is just one such case from New York City Rescue Mission.

The creative insight at play is that people just don’t notice the homeless anymore – those of us who live in big cities really do just see through or past those who are on the street, they’ve become a part of the furniture.

So the charity rigged a series of cameras and found some willing members of the public to dress up as homeless folk. They then got members of their own families to wander past – filming them as they did so. The startling reality is that most didn’t notice their nearest and dearest on the streets.

Powerful message. Powerful little film.