The Good Fire – turning virtual heat into real heat

Challenge

Christmas is notoriously busy period in the advertising calendar. It’s very difficult for brands, let alone charities to stand out during this time. Shelter urgently needed help generating awareness and the ability to stoke debate. The latest homelessness figures for England show that 401 households became homeless every single day during the pandemic. 

We wanted to create something that would generate PR and fame. This would cut through the Christmas clutter and generate awareness for Shelter. 

What we did

People learned that if you’re going to play a virtual fire video on your TV, play this one. Google AdSense revenue would be generated and donated to Shelter and those facing homelessness in the cold.

With media and creative coming together from idea concept, the simple subversion of technology allowed people to generate funds by simply watching.

Virtual heat for real warmth.