Invisible Man for fiftyfifty homeless charity magazine - first winner of the new Visual Media, Microsite and Guerrilla category

The VDW also moves with the times – as it proves in its three new categories. The "Transparent Man" spot won the new Visual Media, Microsite and Guerrilla category. A Fiftyfifty homeless magazine seller in the midst of a bustling street becomes invisible – and ironically does so to highlight the increase of ignorance in society.

The vendor’s name is Lutz and he has been selling Fiftyfifty for approximately 2 years. He says “one is often ignored”. The creatives around Florian Meimberg c/o COMGAZ Visual Media Company and the Euro RSCG advertising agency captured his words visually.

They filmed passing pedestrians behind Lutz on Königsallee, Düsseldorf and then projected these live onto him, creating the illusion that he was invisible. Watch the making-of here on GoSee.

Fiftyfifty magazine was founded 15 years ago by Hubert Ostendorf and Brother Matthäus of the Poor Brothers of Holy Francis. The homeless magazine is published in seven German cities (Düsseldorf, Duisburg, Mönchengladbach, Krefeld, Essen, Bonn and Frankfurt).

"Fiftyfifty" means sharing, and both renowned writers and artists share their thoughts with the poorest of the poor. Writers contribute exclusive articles to the magazine and artists donate pieces to the Fiftyfifty gallery where they are then sold and auctioned for charity.

International art stars such as Jörg Immendorff, Gerhard Richter, Peter Lindbergh, Andreas Gursky and many more collaborate with the organisation and donate works for the good cause.

Donations have included seven signed posters and three painted photographs by Germany’s top art export Gerhard Richter, generating a total of 80,000 Euro for the charity.

Private views at the Fiftyfifty Benefit Gallery of Jägerstraße 15 in Düsseldorf-Eller are always crowded, sought after events. However, the Franciscan Brothers do not just show work by established artists, they are just as open to promising new talents. For example, Claudia Rogge, known for her provocative European tours with 5,000 doll heads in a glass lorry, is one of the Fiftyfifty Gallery’s discoveries.

Claudia’s work has increased in value, which means all the more proceeds for the homeless charity to go towards helping the needy. Over the past ten years, almost 2,000 people have been provided with a new home by Fiftyfifty.

Brother Matthäus: “Art has a social duty.” Buyers are provided with a wonderful piece of art work in return for their donation to the charity. Indeed many pieces increase in value over the years. It comes as no surprise that the Fiftyfifty Gallery, which is also present on the internet, attracts almost 10,000 clients from all over Europe.

Still, this shouldn’t detract from the fact that every penny is needed in these days of hardship and crisis – indeed, Fiftyfifty has seen better years of donations, now affected by the credit crunch. Treat yourself to some art and help the homeless while you’re at it!


Galerie fiftyfifty
 Jägerstr. 15, Düsseldorf-Eller
Open : Mo - Sa: 2pm – 5pm
And by appointment: +49 (0) 211-9216284