ADOT: Homeless Lights

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.