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.


Client: Simon Community | Agency: Ogilvy Singapore
CCO: Nicolas Courant, Melvyn Lim
ACD: Aritra Dutta | Jonathan Ollivier | Alessandro Agnellini
Copywriter: Winona Wee | Amanda Devarajan

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
Little Black Book
Sync NI
Campaign Brief Asia
Life As A Human