What is Lisbon’s campaign to live in an Out on the Street condo?
- Portugal Business News
- May 11
- 1 min read
Real Estate News Portugal - What is Lisbon’s campaign to live in an Out on the Street condo?
Lisbon was the scene of a fake premium development advertising campaign with a 'show apartment' that is a space living on the streets of Lisbon.
The fake premium living on the streets of Lisbon condo was an advertising campaign to attract attention to Lisbon’s housing crisis and to get viewers to donate of 0.5% of their IRS in favor of the Portuguese NGO Vida e Paz Community.
The innovative real estate video advertisement, called ‘Condomínio Olho da Rua’, is in the tone of a luxury upmarket development that represents living on Lisbon’s cobbled stones. The campaign also included fake advertisements on real estate portals, the placement of "for sale" signs on real evicted houses and the distribution of flyers with stones from the Lisbon pavement printed with a barcode and a mention: "You can relocate there immediately!"
Developed by Lola Normajean, the bold advertising campaign about Lisbon’s homeless population generated 1.9 million euros in earned media. In addition, donations increased by 66% and the number of donors grew by more than 50%.
Homelessness in Lisbon has become a serious problem with real estate prices skyrocketing. The homeless population in Lisbon grew by 25% in 2024 alone, and now includes families, children and young workers.
Here is the video of Lisbon’s campaign to live in an Out on the Street condo:
