Tangible: 15 Below: Taxi takes up the cause

It gets cold in Canada - especially for those living on the streets. To mark its 15th anniversary, Taxi challenged its staff to come up with something to give back to the community. The winning idea: a jacket for the homeless. The 15 Below jacket is a lightweight, waterproof windbreaker with pockets that can be stuffed with newspaper to turn it into a winter parka.

It gets cold in Canada – especially for those living on the streets. To mark its 15th anniversary, Taxi challenged its staff to come up with something to give back to the community. The winning idea: a jacket for the homeless. The 15 Below jacket is a lightweight, waterproof windbreaker with pockets that can be stuffed with newspaper to turn it into a winter parka.

Taxi Toronto ECD Steve Mykolyn, who spent a night in a meat locker to test his concept prototype, says Taxi is working with the Salvation Army to distribute 3,000 of the jackets throughout Canada this year. ‘We’re at it 24/7 with this idea,’ he says. ‘Every step of the way we’ve learned something new.’

Designer Lida Baday donated her time and staff to create the jacket, which folds into a pocket for use as a pillow. The project has garnered much media attention, as well as awards including a One Show Silver Pencil in the ‘Innovative Use of Advertising – Campaign’ category and an ADC Gold Cube for outstanding pro-bono work for non-profit clients, the first time a Canadian creative has won that award.
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