Ad of the Day | Ogilvy created a series of ASMR films that got people  to finally listen to the issue on homelessness

Ad of the Day | Ogilvy created a series of ASMR films that got people to finally listen to the issue on homelessness

Dec. 03, 2019

Launched during Homelessness Awareness Week, prominent ASMR influencers like ASMR With Sasha and ASMR Soap Queen used their platforms between 29th November and 6th December to share the films on a global stage, urging followers to consider homelessness from a different perspective. While ASMR videos are a popular sleep aid for many, these uniquely made films forces viewers to confront the disturbing truth about how the sounds they use for relaxation can be the same sounds that keep homeless people awake at night.

As people around the world tune in to ASMR videos from the comfort of their homes, the series hopes to strike empathy towards those who don’t have a safe and secure place to sleep in. With this shocking contrast, Ogilvy hopes to raise awareness about the dire circumstances of those experiencing homelessness and urges people to help Simon Community fight the issue in Northern Ireland where 205 homeless people died over an 18-month period.

Speaking about the awareness initiative, Jim Dennison, Chief Executive at Simon Community NI said:

“After supporting the Bureau of Investigative Journalism’s homelessness deaths project and discovering the number of victims in Northern Ireland, our charity has become committed to raising awareness on a local and global stage. I meet with clients on a regular basis who because of different circumstances have had to sleep outside, in their car or in derelict buildings and it has long lasting impacts on a person’s mental and physical wellbeing. While homelessness spirals further out of control, our hope is that this innovative film series will use sound to make noise!”


Speaking about the concept of the campaign, Ciarán Corr, Communications Manager at Simon Community highlighted:

“Winter is a key period for all homelessness charities as people’s empathy towards those without homes increases. Keen to have our voice heard during the season, we partnered with Ogilvy to think differently about homelessness and reach out to new audiences with a concept that challenges.”


Corr further commented:

“ASMR’s popularity has experienced an exponential growth of late, with the music of Billie Eilish and the endorsements of Jake Gyllenhaal, Gigi Hadid and Cardi B resulting in millions of online video views for a trend that has firmly cemented itself as part of popular culture. This Winter, Simon Community will deliver the charity’s message to an international stage by becoming part of this YouTube and social media phenomenon.”


With the rocketing number of homelessness in the UK, this series of ASMR films calls attention to an ongoing crisis that will otherwise be left unheard. Simon Community is Northern Ireland’s leading homeless charity. Founded on the mission to end homelessness, they provide shelter and support to over 3,000 people experiencing homelessness each year.

Related News

Apr. 20, 2020

Dove and Sky Witness Celebrate Real Women in Law, Medicine, and Crime with Empowering Ident Campaign

Great Guns director Giovanni Messner helms a series of spots from Ogilvy UK that showcase real women and the challenges they face at work

Apr. 09, 2020

This New Honda Car Commercial Has Been Made Without Leaving Home

To make this possible, Honda UAE together with Memac Ogilvy, Dubai used a Honda Civic miniature car.

Apr. 10, 2019

Wondros Director Sean Thonson Explores The Heart of Maine In New Poland Spring Campaign

Thonson explores the 10,000 year-old glacial aquifers that filter the water in a stunning exposition of waterbeds, rivers and springs

Latest News

May. 28, 2020

The One Club Opens Call for Entries For Global Young Guns 18

This year’s YG branding and award design by CONTINO New York...

May. 27, 2020

Lucky Harnesses Curiosity and A Charco Cow For NOT The Oak Cliff Film Festival's Trailer

Like many events, the Oak Cliff Film Festival was faced with cancelling due to the pandemic