I’ve been talking recently about the potential for cause marketing to become a shoot-out in social responsibility innovation on behalf of brands that benefits everyone. And TAXI’s 15 Below Project is a great example of how this can work in practice.
To mark their 15th anniversary, the well-regarded Toronto-based agency decided to flex their creative thinking skills for a good cause. In collaboration with designer Lida Baday they’ve created an innovative multi-purpose jacket designed to help the homeless survive the winter.
The garment transforms from rain jacket to potentially life-saving winter coat, with an abundance of pockets that can be stuffed full of newspaper. This low-cost and ubiquitous insulation can be used to fill out the coat and help keep the wearer from freezing on Canadian winter nights.
On behalf of staff and clients, Taxi will donate 3,000 of these 15 Below jackets to people living on the streets throughout Canada and the U.S.
All this and the website is slick as well!
Great work guys.
Spotted on Threeminds
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