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Raising The Roof “Mean Tweets” 2016

Raising The Roof “Mean Tweets” (2016) is a Raising The Roof commercial directed by Angie Bird, produced by OPC. It won one award: Young Director Award 2016 Silver Screen — Charity – Northern America.

Homeless individuals read mean tweets about homelessness, revealing the hurtful impact of online hate and urging viewers to change the conversation.

Video: angie bird on Vimeo

Shot by shot

  1. A person wearing black gloves holds a white tablet, with text appearing on screen, against a blurry, light-colored background.© Raising The Roof0:00
  2. A young man and woman, dressed in winter clothes, sit on the ground with two dogs, looking at a tablet under a bridge.© Raising The Roof0:07
  3. A young man, Jesse, wearing a black beanie and green hoodie, sits on concrete stairs, reading a mean tweet on a tablet in a dimly lit underpass.© Raising The Roof0:15
  4. A middle-aged Indigenous man with long dark hair and a green shirt looks down sadly as he reads a mean tweet in an interior setting.© Raising The Roof0:23
  5. A senior man with white hair and a striped shirt reads a mean tweet about homeless people, looking down then up at the camera, indoors.© Raising The Roof0:34
  6. A young woman sits on a bed, looking at a tablet, while a toddler plays nearby in a dimly lit room.© Raising The Roof0:42
  7. A homeless man, Paul, with a white beard and a fur-lined hood, sits on a milk crate in a snowy city street at night, holding a tablet.© Raising The Roof0:50
  8. A woman with long brown hair and a green shirt looks down and reads a mean tweet about homelessness, with text on screen identifying her as Cheryl, homeless for 7 years.© Raising The Roof1:01
  9. A middle-aged man with long dark hair and a green shirt looks down at a tablet with a neutral expression in an interior setting.© Raising The Roof1:07
  10. A young woman with long brown hair, wearing a blue sweater, looks down with a slight smile in an interior setting.© Raising The Roof1:09
  11. A man in his 40s, dressed in a blue jacket and jeans, sits on cardboard against a graffiti-covered wall in the snow, looking at a tablet.© Raising The Roof1:11
  12. A woman with long brown hair and a green shirt looks down, covering her mouth with her hand, appearing distressed in an interior setting.© Raising The Roof1:13

Stills © Raising The Roof. Made by OPC and Angie Bird.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Homeless people read mean tweets about themselves, exposing the cruelty of online anonymity.

Tagline: “Change the conversation at HumansForHumans.ca”

mean tweetsreal people, real storiesemotional revealsocial experimentcall to action

The cut

Length
79 s
Shots
16
Average shot
5.0 s

What creatives use Raising The Roof “Mean Tweets” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Raising The Roof “Mean Tweets”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A person wearing black gloves holds a white tablet, with text appearing on screen, against a blurry, light-colored background.© Raising The RoofA young man and woman, dressed in winter clothes, sit on the ground with two dogs, looking at a tablet under a bridge.© Raising The RoofA young man, Jesse, wearing a black beanie and green hoodie, sits on concrete stairs, reading a mean tweet on a tablet in a dimly lit underpass.© Raising The RoofA middle-aged Indigenous man with long dark hair and a green shirt looks down sadly as he reads a mean tweet in an interior setting.© Raising The Roof
    Frames from Raising The Roof “Mean Tweets”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Raising The Roof “Mean Tweets” in order, with its length, framing and what happens in it.

    A person wearing black gloves holds a white tablet, with text appearing on screen, against a blurry, light-colored background.© Raising The RoofA young man and woman, dressed in winter clothes, sit on the ground with two dogs, looking at a tablet under a bridge.© Raising The RoofA young man, Jesse, wearing a black beanie and green hoodie, sits on concrete stairs, reading a mean tweet on a tablet in a dimly lit underpass.© Raising The RoofA middle-aged Indigenous man with long dark hair and a green shirt looks down sadly as he reads a mean tweet in an interior setting.© Raising The RoofA senior man with white hair and a striped shirt reads a mean tweet about homeless people, looking down then up at the camera, indoors.© Raising The RoofA young woman sits on a bed, looking at a tablet, while a toddler plays nearby in a dimly lit room.© Raising The Roof
    Length: 79 s · Shots: 16 · Average shot: 5.0 s

  3. 03Ad ideas: every spot built on a real people, real stories

    Before you present an idea, you need to know who has done it, and how.

    Raising The Roof “Mean Tweets” is built on a real people, real stories. Search the library by idea to see every spot that uses it.

    Burger King “Bundles of Joy”© Burger KingVerizon “Answering the Call”© VerizonBuick “Human Traffic Sign”© BuickPFLAG Canada “Stories to inspire change”© PFLAG Canada
    Burger King · Verizon · Buick · PFLAG Canada

More commercials by Angie Bird

  • White Ribbon "My Friend, Max Hate" (2025) commercial still© White RibbonWhite Ribbon “My Friend, Max Hate” 2025Dir. Angie Bird · Bensimon ByrneClio Awards Silver 2026
  • Irish Defence Forces "Recruitment" (2026) commercial still© Irish Defence ForcesIrish Defence Forces “Recruitment” 2026Dir. Angie Bird · The Public House
  • Figma "Australian and New Zealand Bureau of Nicknames" (2026) commercial still© FigmaFigma “Australian and New Zealand Bureau of Nicknames” 2026Dir. Angie Bird · Hellions
  • Kellogg's Special K "Special K - Stay Strong" (2023) commercial still© Kellogg's Special KKellogg's Special K “Special K - Stay Strong” 2023Dir. Angie Bird · JWT

Award-winning public service & ngo commercials

  • WWF "In Hot Water" (2025) commercial still© WWFWWF “In Hot Water” 2025Dir. Yannis Konstantinidis · NOMINTClio Awards Grand Prix 2025
  • Fire and Emergency New Zealand "You’re Cooked" (2024) commercial still© Fire and Emergency New ZealandFire and Emergency New Zealand “You’re Cooked” 2024Motion SicknessEffie Awards Grand Prix 2024
  • truth "Depression Stick" (2023) commercial still© truthtruth “Depression Stick” 2023Mojo SupermarketEffie Awards Grand Prix 2023
  • New Zealand Government "Unite Against COVID-19" (2022) commercial still© New Zealand GovernmentNew Zealand Government “Unite Against COVID-19” 2022Clemenger BBDOEffie Awards Grand Prix 2022
  • OCEDEL "Firefly Man" (2016) commercial still© OCEDELOCEDEL “Firefly Man” 2016Dir. Wataru Sato · DRILLAdFest Grand Prix 2016
  • Epuron / German Ministry for the Environment "Power Of Wind" (2008) commercial still© Epuron / German Ministry for the EnvironmentEpuron / German Ministry for the Environment “Power Of Wind” 2008Dir. The Vikings · Nordpol+Eurobest Grand Prix 2007

Questions

Who directed the Raising The Roof “Mean Tweets” commercial?

Angie Bird directed it, produced by OPC.

What awards did Raising The Roof “Mean Tweets” win?

1 awards, including Young Director Award 2016 Silver Screen — Charity – Northern America.

What is the tagline of Raising The Roof “Mean Tweets”?

“Change the conversation at HumansForHumans.ca”

Sources for the credits and awards

web.archive.org