Directors: Jason Berger and Amy Laslett
The production company, Kids At Play, film a well-known Ad-guru Alex Bogusky while on his quest to determine what goes into making the most effective signs for advertising. Bogusky collects signs made by the homeless--those people living on the street. He is fascinated with the simplic style and word usage. And, the homeless' creative use of materials.
Bogusky makes signs for a living. He entered is own experiment to see if his signs would create as much attention or be as effective as the signs made by the homeless he encountered. He made a sign that said Good Karma $1 and stood on the street to see if anyone would donate $1 to his cause. Bogusky felt that his sign made him feel invisible and the short film explains why.
Bogusky's experiment explores the fundamental form of Advertising from the Homeless, recognizing the simplest words can say the loudest message. He says, "When you are left with nothing to tell your message or story, what do you do? You use the simplest tools.
The film project Good Karma $1 starts out to be all about signage but through an endearing turn of events the documentary presents a delightful human interest story about street artists that understand the impact of good storytelling.