Shelter Promo, Case study GLASTONBURY by Leo Burnett London

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market United Kingdom
Agency Leo Burnett London
Executive Creative Director Jonathan Burley
Art Director Richard Brim
Copywriter Daniel Fisher
Released June 2009

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: SHELTER
Date of First Appearance: Jun 24 2009 12:00AM
Entrant Company: LEO BURNETT, London, UNITED KINGDOM
Executive Creative Director: Jonathan Burley (Leo Burnett)
Copywriter: Daniel Fisher (Leo Burnett)
Art Director: Richard Brim (Leo Burnett)
Media placement: Ambient - Glastonbury - Glastonbury - 24/06/2009

Results and Effectiveness
The house of cards model was seen by thousands of festival-goers and captured the imagination of the media, getting coverage on BBC and various websites. Overall the campaign led to a 1600% increase in the number of online discussions on homelessness and helped secure several government initiatives to prevent repossession.

Creative Execution
We decided to really drive the message home by taking it to Glastonbury, home to almost 100,000 tents – aka temporary accommodation. We built a big, lifesize model of a house of cards in a prominent position amongst the thousands of tent dwellers. Attached to the structure was a board displaying the following message: “Over 79,000 households in the UK are living in temporary accommodation. The housing crisis is real.”

Insights, Strategy & the Idea
Shelter is the housing and homeless charity. Following the 2008 economic collapse, their cause was greater than ever –150,000 households were predicted to be in temporary accommodation by the end of 2009. We were briefed to create awareness of this. Our solution was the campaign idea of ‘House of Cards’, a universally recognised metaphor for fragility. However, there were already a whole range of other good causes out there fighting for the public’s attention, so we knew our idea would have to work harder in order to succeed.