With welfare cuts, a housing crisis and rising unemployment, the number of homeless in the UK last Christmas was over 93,000. Adot, a charity that helps the homeless, asked Ogilvy & Mather Japan to raise awareness and collect donations from a complacent public. The integrated campaign showcased the problem in a haunting way. Ogilvy juxtaposed the joy of the season with the misery of those left behind, by wrapping real homeless people in Christmas lights, making them impossible to be ignored. The campaign ran in UK media, with six full page executions in the Metro and Evening Standard in rotation.
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