15 BELOW

Public Service/Charity (Non-Profit) - Single

2009

TAXI Canada, Toronto
t: 416-979-7001
e: kate.fried@taxi.ca
w: taxi.ca

Executive Creative Direction: Paul Lavoie Creative Direction: Steve Mykolyn Associate Creative Director: Peter Gomes Copywriting: Jess Willis, Amelia Charlton Design: David Taylor, Lida Baday, Kerri Galvin, John Thai, Brian Kroeker, Leo Tsalkos Manufacturer: SGWICUS Editor: Josh Ingleby Music/Sound: Company X Audio Producer: Kevin Saffer Developer: Jeff Vermeersch, Drew Matthews, Meld Media Music/Sound: Simon Edwards Interactive Producer: Jacinte Faria, David Isaac Photography: Michael Kohn Account Director: Charlie Clark, Katherine Craig Account Manager: Anna Halfpenny, Christian Parsons Agency Planner: Cory Pelletier, Robyn Baldwin Ad Agency: TAXI, Toronto

Winning Website: 15belowproject.org

In Canada, when the temperature drops to -15ºC, the government issues a cold alert to get homeless people off the streets. With an estimated 300,000 homeless, not everyone gets out of the cold. The 15 Below jacket is a high-concept, low-cost solution to help those remaining outside. Featuring multiple pockets throughout the lining, it can be stuffed with newsprint for insulation. Stuffing removed, it becomes a raincoat. It converts into a backpack and a pillow.