Shelter House of Cards

Shelter, the UK housing and homelessness charity, has launched an integrated advertising campaign, “House of Cards”, featuring Radiohead’s track, “Videotape”, and a voice over by actress Samantha Morton. The organisation launched the campaign on February 9 with a television commercial, posters and a microsite, focusing on the vulnerability of people affected by repossession.

House of Cards

The television commercial takes us through a housing estate, revealing buildings made of playing cards in various states of collapse. Samantha Morton, who herself experienced homelessness before she became famous, tells us that an estimated 75,000 homes will be repossessed in the next year.

Adam Sampson, chief executive of Shelter, said: “With more than 1.9 million households on council housing waiting lists in the UK, we can no longer stand back and watch our housing market collapse. Our new ‘House of Cards’ campaign aims to not only wake people up to the fact we are in the midst of a huge housing crisis in the UK, but also remind people that Shelter is here to help anyone at risk of losing their home.”

Click on the image below to play the video.


The Shelter House of Cards campaign was developed at Leo Burnett London by creative director Jonathan Burley, copywriters Daniel Fisher and Pete Gosselin, art directors Richard Brim and Jay Hunt.

Animation/filming was directed by Dom and Nic (Dominic Hawley and Nick Goffey) via Outsider, London.

Post production was done at Framestore, London.

Music is “Videotape”, the last track on Radiohead’s 2007 album In Rainbows. Radiohead made the track available for the ad with their official endorsement: “We have always been big supporters of Shelter and believe that now more than ever Shelter urgently needs help and support to keep up its vital work. Videotape is the perfect track to support the ad so we decided to let Shelter use it in the hope that it will help make a real impact.”

Sound and music was mixed at Grand Central.