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O&M Japan Sheds Light on UK Homelessness for Charity

Ogilvy & Mather Asia Pacific, 2 years, 10 months ago

Campaign launches with haunting rendition of Radiohead's 'Creep'

O&M Japan Sheds Light on UK Homelessness for Charity

To raise awareness of the 93,000 homeless people all over the UK, Ogilvy & Mather Japan created for ADOT.COM an integrated social campaign, highlighting the fact that, today more than ever, homelessness is all around us but at the same time no one seems to see it. 

Based on the insight that homeless people are becoming invisible on the streets of the UK, the campaign idea explores beautifully strange portraits of the homeless wrapped in Christmas lights. This is accompanied by a haunting interpretation of the legendary music track ‘Creep’ by Radiohead.

The spot has attention grabbing and poetically disruptive images that showcase this concerning issue in a completely different perspective.

The campaign will also be supported on social media by several personalities like, Jon Snow, Barbara Windsor, Mitch Winehouse, Caprice, Russell Brand, and many others, with the campaign’s hashtag -  #shedlight. said: “we aim to inspire people to change their perspectives on what they see and do. We ask people to take a moment to really look closer at everything and everyone in the world around us. "

The campaign will be running in cinemas, TV, Print, poster and social media. 

Ajab Samrai, Chief Creative Officer of Ogilvy & Mather Japan said: “With such potent and beautifully disturbing images, this Christmas it will be harder than ever to look away from homelessness.” 



Creative Agency

Creative Agency: Ogilvy & Mather Japan

Art Director: Ajab Samrai

Chief Creative Officer: Ajab Samrai

Copywriter: Ricardo Adolfo, Joel Cruz, Francesca Van Haverbeke

Creative Director: Ricardo Adolfo


Edit Company: Cut + Run

Production Company

Director: Dan Nathan

Photographer : Dan Nathan

Producer: Anthony Taylor & ASD Lionheart

Category: Charity , Corporate and social

Genre: People , Scenic