klapkaker
15below
direct mail to raise more awareness for the 15below project (d&ad proposal)
The 15 Below Project:
In 2007, TAXI celebrated 15 years of success. To mark the occasion, they wanted a big idea, one that would give back to the community. The brief was sent out, and executive creative director, Steve Mykolyn, came back with The 15 Below Project. Its first initiative – a jacket for the homeless.
The jacket would be breathable, waterproof, lightweight, and the lining would be made up of pockets throughout. And these pockets would be able to be stuffed with newspaper to provide adjustable levels of insulation from the cold. “We’ve survived 15 years, now we’re going to help others survive the night,” said Mykolyn, who enlisted long-time friend and designer, Lida Baday, to create the jacket.
Adding weight to the 15-year theme, as well as lending the project a name, is the Cold Weather Alert many cities issue when the temperature drops to -15ºC.
15below
direct mail to raise more awareness for the 15below project (d&ad proposal)
The 15 Below Project:
In 2007, TAXI celebrated 15 years of success. To mark the occasion, they wanted a big idea, one that would give back to the community. The brief was sent out, and executive creative director, Steve Mykolyn, came back with The 15 Below Project. Its first initiative – a jacket for the homeless.
The jacket would be breathable, waterproof, lightweight, and the lining would be made up of pockets throughout. And these pockets would be able to be stuffed with newspaper to provide adjustable levels of insulation from the cold. “We’ve survived 15 years, now we’re going to help others survive the night,” said Mykolyn, who enlisted long-time friend and designer, Lida Baday, to create the jacket.
Adding weight to the 15-year theme, as well as lending the project a name, is the Cold Weather Alert many cities issue when the temperature drops to -15ºC.