Three Minds On Digital Marketing @ Organic

To celebrate its 15th anniversary, The Toronto-based agency TAXI decided to mark the occasion with a big idea, one that would give back to the community. What they've created is The 15 Below Project and a jacket for the homeless.

The jacket is breathable, waterproof, lightweight, and the lining is made up of pockets throughout. These pockets can be stuffed with newspaper to provide adjustable levels of insulation from the cold. The concept came from Steve Mykolyn, Executive Creative Director at Taxi who enlisted long-time friend and designer, Lida Baday, to create the jacket.

"It's a lifeline for people without homes. They're a pretty low-cost, immediate way to address a huge issue," said Paul Lavoie, co-founder, chairman, and chief creative officer of TAXI.

On behalf of clients and staff, 3,000 15 Below jackets will be donated to people living on the streets throughout Canada and the U.S.

It's brilliant: http://15belowproject.org/

Dave Sylvestre