Christmas is a 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.

The objectives were to permeate culture and generate PR fame. The work was featured and celebrated in mainstream media and shared and talked about by key celebrities and influencers including Gary Lineker, Pixie Lott and Lord Sugar, raising huge awareness for the charity and its objectives.

We found an innovative and frictionless way for people to raise money for Shelter’s important work. By playing The Good Fire Youtube video on their TV or laptops, Google AdSense revenue is generated, which was donated to Shelter, directly helping those facing homelessness. Turning virtual heat intro real warmth for those who needing it most.

We wanted to create something that would generate PR and fame. This would cut through the Christmas clutter and generate awareness for Shelter. 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. A simple subversion of technology allowed people to generate funds by simply watching. Virtual heat for real warmth.

By collaborating with Google, we created an innovative and frictionless way for people to raise money for the homeless charity Shelter. By simply playing The Good Fire Youtube video on their TV or laptops, Google AdSense revenue is generated, which was donated to Shelter, directly helping those facing homelessness. Turning virtual heat intro real warmth for those who needing it most.

The Good Fire continues to burn – providing passive income for Shelter 24/7, 365 days a year.

The Good Fire was a roaring success, with coverage in The Daily Mail, Daily Express and several other key media outlets within the first two weeks of launching. And with shares on social media from the likes of Gary Lineker, Lord Alan Sugar and Pixie Lott – The Good Fire burned brightly in the run up to Christmas 2021. But it doesn’t stop there, the objective was always to create an asset that generates passive income for Shelter, 365 days a year, so regardless of the temperature outside the Good Fire will continue to turn virtual heat into real heat for those who need it most.