In partnership with Champion.
Melbourne-based streetwear label HoMie is proving fashion can be a force for good, launching its annual Hoodies for Homelessness campaign via creative agency Town Square.
In partnership with Champion, every hoodie purchased donates a hoodie to a young person in need.
“We’re proud to launch another creative campaign with Town Square that not only raises vital funds for our work, but makes people feel good while doing good,” HoMie CEO Steph Say said.
“This year’s approach feels really fresh, it’s playful and totally shareable. And the more people share it, the more lives we can help change.”
The campaign follows last year’s ‘Give One. Get One’ campaign.
The campaign will run across TV, radio, OOH, digital, print, PR, social, and in-store experiences.
All proceeds go to directly funding programs and events that support young people affected by homelessness or hardship.
“We know people are overwhelmed by causes, so instead of trying to guilt anyone into action, we wanted to do the opposite,” Town Square executive creative director, Brendan Day said.
“The Hood that Does Good campaign is bright, cheeky and uplifting, because putting a smile on someone’s face makes it easier to start a conversation about doing good.
“Plus, once you’ve heard the rhyme, good luck getting it out of your head.”
Credits:
Client: HoMie
Co-Founder & Creative Director: Marcus Crook
CEO: Steph Say
Agency: Town Square
Chief of Strategy: Jeff Malone
Executive Creative Director: Brendan Day
Client Lead: Alastair Langsford
Art Director: Peter Crawford
Copywriter: Samuel Nicolaci
Account Executive: Lucy Strauss
Film: Editor and Director: Eren Besiroglu
