What puts you to sleep keeps homeless people wide awake in a spot for Simon Community via Ogilvy Singapore
Homelessness organisation Simon Community partnered with Ogilvy Singapore to turn the attention towards the 320,000 homeless people across the UK with a series of ASMR films using sounds often experienced by people who are forced to sleep outside.
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 force 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.
Director: Amilcar Gomes
Chief Creative Officers: Nicolas Courant, Melvyn Lim
Copywriters: Winona Wee, Amanda Devarajan
Art Director: Kevin Wijaya
Assoc Creative Directors: Jonathan Ollivier, Aritra Dutta, Alessandro Agnellini
Agency Producer: Alvin Chin
Executive Producer: Elliot Lucas
Music/sound Production house: Yellow Box Studio
Music/sound Director: Rennie Gomez
Senior Strategist: Lukas Snioka