The One Show

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2022 One Show - Creative Use of Data

The Good Fire

Agency Above+Beyond / London + No.8 / London + Audio Network / London + Smuggler / London

Client Shelter


Social Media

Annual ID


About the Work

A virtual fire delivering real heat… In 2021, as the Christmas countdown began, we launched ‘The Good Fire’ - the most heart-warming ad of the year. The latest homelessness figures for England show that 401 households became homeless every day over the last year. With living costs rising and Universal Credit cuts affecting many. During the winter months, Shelter’s frontline services work tirelessly to support anyone facing homelessness with free expert support and advice, and it will continue to campaign for a better future. But the charity relies on the generosity of the public and its partners to be there for as many people as possible. Virtual fireplace videos are an online phenomenon, and their popularity has soared during the pandemic – as home has become a sanctuary from the unpredictable outside world. But that security isn’t enjoyed by the thousands of people facing homelessness around the UK. To raise funds to support Shelter, ‘The Good Fire’ allowed consumers to watch a different kind of virtual fireplace video from the comfort of their own homes. By simply watching the fire on YouTube – for as little as a minute or all day long – advertising revenue was generated and donated directly to the charity. Working in close partnership with Google, we found an innovative and frictionless way for people to raise money for Shelter’s important work. By simply playing The Good Fire Youtube video on their TV, AdSense revenue is generated, which will be donated to Shelter, directly helping those facing homelessness. It’s surely the most effortless way to raise money for charity ever…

2022 Awards

Total Points: 3




Above+Beyond / London

Production Company

Smuggler / London

Music / Sound Production Company

Audio Network / London

Post Production Company

No.8 / London

Chief Marketing Officer

Oli Richards

Executive Creative Director

Dom Goldman


Hector Murrary

Associate Creative Director

Jordan Dale

Chief Executive Officer

Zaid Al-Zaidy


Artem Bjork

Head of Production

Laura Graham

Senior Account Director

Alice Bunbury

Head of Design

Andy Breese

Public Relations Agency

Idea Farm / London

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