The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

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2015 One Show - Cross-Platform

LIGHTS

Agency Ogilvy & Mather Japan GK / Tokyo

Client ADOT.COM
BACK TO RESULTS

Annual ID

150858A

About the Work

Integrated campaign to raise donations and awareness of the 93,000 homeless people in UK, highlighting the fact that, today more than ever, homelessness is everywhere and on the rise but no one seems to notice it. Based on the insight that homeless people are becoming invisible, the idea explores beautifully strange portraits of the homeless people wrapped in Christmas lights, impossible to be ignored, accompanied by a haunting interpretation of the legendary music track ‘Creep’ by Radiohead. The campaign was supported on social media by personalities like Jon Snow, Barbara Windsor, Mitch Winehouse, Caprice, who wrapped themselves with Christmas lights and published the portraits under the campaign’s #shedlight. On the streets, Adot took everyone by surprise by wrapping a homeless person with Christmas lights while holding a board saying: This Christmas there will be 93,000 homeless, like me. What will it take for you to see us?