Christmas is a notoriously busy period in the advertising calendar. So when Shelter approached us with a ‘festive’ brief we wanted to do something meaningful and helpful, as thousands of Britons were in danger of spending the Holiday season on the streets.

Introducing The Good Fire - a simple subversion of technology that allows people to generate funds for Shelter by simply watching a virtual fireplace video on YouTube. An existing behaviour that turned Google AdSense into a seamless donation mechanic for those facing homelessness in the cold.

Virtual heat for real warmth.