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Thursday, December 20, 2007 | 9:42am
MARKETING MATTERS: Ad Agency develops multi-functional coat as gift for Canada’s homeless
Taxi does good holiday deed and gets good ink in the process
As a marketing professional, I obviously deal with (or should I say am rejected by) Ad agencies everyday. However I’m going to have to applaud this particular agency on this one, even though they left me off their ’07 Helio Mobile media buy.
In a random act of kindness which doubles as a clever publicity stunt, Taxi, the Toronto based ad agency is giving back to Toronto’s homeless and has developed multipurpose jacket to keep them warm through the brutal Canadian winter nights. The jacket conventionally is a water and windproof, lightweight coat perfect for moderate weather, can fold into a backpack during warm weather but when the interior pockets are filled with newspaper, offers insurance as a super warm thermal coat that was tested to be effective up to -29� Celsius. (In the US that’s -21� F.)
The “15 Below Jacket,” named for both the temperature at which the government issues a cold weather alert and for TAXI’s fifteenth anniversary, is a symbol of the times. Instead of the more traditional gift baskets and cards to clients, creative ad agencies and corporations alike are investing in these type of company wide good deed’s that “coincidently” get them press. I really don’t mind it. Its clever, obviously Taxi benefits from it but 3000 homeless win also. That’s important. Take notes all you small business owners out there.
FILED IN Business & Marketing, Fashion, Need to Know
