Shelter - Earworm

Shelter came to us with their 2025 Christmas brief: create a campaign that would cut through the festive noise and shine a light on the record 84,240 families who will spend Christmas in temporary accommodation.

The strategic challenge was to move people beyond sympathy - to create a moment of recognition that transforms awareness into action. Everyone knows the frustration of being left on hold. For families facing homelessness, that frustration is their daily reality.

“Earworm” follows a young schoolboy joyfully singing Bonnie Tyler’s “Total Eclipse of the Heart” throughout his day - a Christmas film that turns a catchy tune into a heartbreaking truth.

Directed by Michael Gracey (The Greatest Showman) and choreographed by Ashley Wallen, the film reveals the hidden human toll of temporary accommodation. Supported by digital, social and PR activation, Earworm marks the fifth consecutive Christmas collaboration between Don’t Panic and Shelter, using powerful storytelling to make the housing emergency impossible to ignore.

WHY IT WORKS

• Earworm takes a universal frustration, being stuck on hold, and transforms it into an emotional metaphor for the housing crisis.
• By pairing a joyful childhood moment with a devastating reveal, the film delivers empathy without pity, turning awareness into urgency.
• The use of a familiar track, a relatable child, and an unexpected twist ensures the story cuts through the crowded Christmas ad landscape, making the issue of homelessness both unforgettable and impossible to ignore.
• Crucially, the boy’s acapella performance sets Earworm apart from the usual big-budget, music-led Christmas ads, making the story feel raw, intimate and unforgettable. The absence of backing music amplifies his voice, allowing the emotion to land with authenticity and impact.