Subverting technology to drive direct response

Christmas is a notoriously busy period in the advertising calendar. It’s difficult for brands, let alone charities, to stand out during this time.

Shelter needed to raise funds and we needed to make it simple – cutting through the clutter and tapping into an existing behaviour.

People often turn to YouTube for fireplace videos, a chance to add some ambience to a room. We created a simple subversion of Google AdSense technology allowing people to generate funds by simply watching our fireplace video.

Virtual heat for real warmth.