11: BRAND PURPOSE (Brand Activism)

Homeless ASMR - Non-Profit Organization - Simon Community Northern Ireland JPG
Homeless ASMR - Non-Profit Organization - Simon Community Northern Ireland MP4 2m:07s

Homeless ASMR - Simon Community Northern Ireland
Non-Profit Organization

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Homeless ASMR - Simon Community Northern Ireland - Non-Profit Organization
Title of Entry: Homeless ASMR
Brand: Simon Community Northern Ireland
Product/Service: Non-Profit Organization
Client: Simon Community Northern Ireland
Entrant Company: Ogilvy Singapore
Creative Agency: Ogilvy Singapore
Duration of Entry: 02:07
Chief Creative Officer: Nicolas Courant, Melvyn Lin
Creative Director: Aritra Dutta, Jonathan Ollivier, Alessandro Angellini
Art Director: Kevin Wijaya
Copywriter: Amanda Devarajan, Winona Wee
Sector: 38275
Production Company: Joinery
Producer: Alvin Chin, Elliot Lucas
Date of Release: 2019-11-22
Director: Amilcar Gomes
DOP: Drew Dawson
Notes: In the UK, 300,000 people experience homelessness but the issue still falls on deaf ears. With the coldest winter in decades approaching, Simon community, a leading charity for the homeless in the UK needed the issue to be heard. So, we used ASMR as a viral platform to raise awareness and donations for those without a safe place to sleep in. During Homelessness Awareness Week, we launched #HomelessASMR a series of ASMR films made with sounds experienced by rough sleepers. While ASMR films are a popular sleep aid, ours confronted the disturbing truth about how the sounds used for relaxation, keeps the homeless wide awake. Released in partnership with top ASMR influencers, our films reached 3.7 million people within the first day. As people tuned in to the films from the comfort of their homes, they were reminded of those who do not have a home to sleep in. Since the launch, a real difference was made with a 374% increase in donations, double the sign-ups for recurring donations and average donations jumped from £61 to £102.
Editor: Nicolas Koon Lim
Sound Studio: Yellow Box Studios
Sound Engineer: Rennie Gomes
Other Credits: Senior Strategist: Lukas Snioka