In the UK, 300,000 homeless people need help but the issue falls on deaf ears. With winter approaching, the charity Simon Community needed the issue to be heard.

We used ASMR as a viral platform to trick people into hearing the homeless. The very trend that puts people at ease and comfort reveals the discomfort that the rough sleepers experienced daily.

During Homelessness Awareness Week, we released a series of ASMR films made with sounds experienced by rough sleepers. While ASMR films are a popular sleep aid, ours woke viewers up with some disturbing truths.

Launched by top ASMR influencers, our films reached 3.7 million people in 24 hours. 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.

Awards

Cannes Lions / Finalist / Media
D&AD / Finalist / Media
One Show / Finalist / Audio
One Show / Finalist / Entertainment
LIA / Bronze / Music & Sound
LIA / Finalist / Branded Entertainment

Covered by

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Art Direction, Content Strategy, Film