For winter 2019, Simon Community wanted to bring attention to the 300,000 homeless people in the UK.
So it tricked people to listen to those they often ignore by hijacking ASMR with sounds experienced by rough sleepers. Partnering with top ASMR influencers, #HomelessASMR was launched on Homelessness Awareness Week. What was meant to help people fall asleep suddenly revealed an uncomfortable truth about homelessness. As millions watched the films from the comfort of their homes, they were reminded of those without one. In the end, donations increased by 374% and recurring donations doubled.
So it tricked people to listen to those they often ignore by hijacking ASMR with sounds experienced by rough sleepers. Partnering with top ASMR influencers, #HomelessASMR was launched on Homelessness Awareness Week. What was meant to help people fall asleep suddenly revealed an uncomfortable truth about homelessness. As millions watched the films from the comfort of their homes, they were reminded of those without one. In the end, donations increased by 374% and recurring donations doubled.
HOMELESS ASMR
Client: Simon Community | Agency: Ogilvy SingaporeCCO: Nicolas Courant, Melvyn Lim
ACD: Aritra Dutta | Jonathan Ollivier | Alessandro Agnellini
Copywriter: Winona Wee | Amanda Devarajan
Awards
LIA Awards Bronze Music & Sound
Cannes Shortlist Media
D&AD Shortlist Media
One Show Finalist Audio
One Show Finalist Branded Entertainment
One Show Asia Showcase Craft (Sound design/music)
One Show Asia Showcase Craft (Sound design/music)
One Show Asia Showcase Cross-platform (Integrated campaign)
Adstars Silver Film (Craft)
Adstars Bronze Film (Non Profit)
Adstars Bronze Diverse Insights
Adstars Bronze Human Rights
Adstars Bronze Human Rights
Adstars Crystal Direct
Adstars Crystal Film (Non Profit)
Media Mentions
NowThis
Little Black Book
Sync NI
Campaign Brief Asia
Goodvertising
Life As A Human