We really don’t like using the C word in a post in January – bordering February – but agency Draftfcb was a bit slow in creating this casefilm. It’s worth the wait though because it does make The Salvation Army a feel-good brand – together with the sweet piano in the background it quite well symbolises the attention the Salvation Army gives to the homeless. The Army each year already organises a number of Christmas dinners for the homeless, but this year they took it one step further with a professional haircut and a nice pair of clothes – with the help of Barber Amsterdam, concept store Hutspot, clothing brand Ontour, artisan sausage makers Brandt & Levie and production company In Case Of Fire. The before/after portraits were taken by photographer Kees Rijken.