The Pilion Trust was on the brink of collapse. They needed money fast. But how do you get people to give money to a tiny homeless charity no one’s ever heard of in the middle of a recession?

We devised a social experiment which we filmed on the streets of London designed to shock people out of their charity fatigue.

5.2million YouTube views

£8.3million in earned media.

1600% rise in donations.

255 Million media impressions.

Awards

Cannes Lions - 4 Silver, 1 Bronze

D&AD - 3 Graphite Pencils

Creative Circle - 2Gold

BTAA  - 2 Gold, 1 Silver

Campaign Big - 1 Silver

Clio - 1 Gold, 1 Silver

EPICA  - 1 Gold, 2 Silver
LIA Silver - 2 Silver

One Show - 2 Gold, 1 Bronze

Kinsale Sharks  - 1 Gold, 1 Bronze

Eurobest - 2 Silver, 4 Bronze

APA Top 50