Every toque sold goes a long way in helping the homeless.

Raising the Roof is an organization that seeks long-term solutions for homelessness. Every year donations are gathered by selling toques, an iconic Canadian hat. The
biggest barrier keeping people from buying a hat is not knowing exactly where their donation money goes and how it helps.

Our challenge was to connect the toque purchase directly to the good that it provides. A thread was used to connect the hat to the type of help it would foster and the positive
chain reaction it would initiate. 

Marketing Awards 2015: Public Service OOH/Ambient - Silver
Applied Arts Design Awards 2015: Craft Calligraphy / Hand Lettering 
Applied Arts Design Awards 2015: Typographic Poster Series

 Creative Direction
 Lisa Greenberg

Copywriter
Jordan Gabriel