Every Toque Goes a Long Way in Helping the Homeless

Craft Calligraphy/Handlettering - Series

2015

Leo Burnett, Toronto

Leo Burnett, Toronto Chief Creative Officer: Judy John Art Direction: Chris Brown Copywriting: Jordan Gabriel Typographer: Jason Vandenberg Creative Direction: Judy John, Lisa Greenberg, Steve Persico, Anthony Chelvanathan Designer: Chris Brown Illustration: Nabil Elsaadi Stylist: Jeanie Lee Agency Producer: Alexandra Postans, David Eades, Sabrina De Luca Account Director: Natasha Dagenais Account Supervisor: Kayla Osmond Planner: Lisa Hart Photography: Mark Olson, Nick Wong

Raising the Roof is an organization that seeks long-term solutions for homelessness. For 17-years, they’ve raised donations by selling toques, an iconic Canadian hat. The biggest barrier keeping people from buying toques is not knowing exactly where their money goes or how it helps. We created interactive online banners that connected the toque directly to the good that it provides. Users could interact with the thread from the toque, revealing the message and driving purchase.