Homeless ASMR
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, #HomelesslessASMR 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.
- MediaUse of Talent & Influencers
Country
- Singapore
Client
- Simon Community Northern Ireland
Production Company
- Joinery TV
Chief Creative Officer
- Melvyn Lim
- Nicolas Courant
Associate Creative Director
- Aritra Dutta
- Alessandro Angellini
- Jonathan Ollivier
Art Director
- Kevin Wijaya
Copywriter
- Winona Wee
- Amanda Devarajan
Executive Producer
- Elliot Lucas
- Alvin Chin
Senior Strategist
- Lukas Snioka
Director
- Amilcar Gomes
Director of Photography
- Drew Dawson
Production Designer
- Marcos Lutyens
Sound Designer
- Rennie Gomes
Editor
- Nicolas Koon Lim
Broadcast Producer
- Abdul Rahim
Advertising Agency
- Ogilvy Singapore
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, #HomelesslessASMR 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.