HoMie and Town Square rewrite the rules of doing good with playful winter campaign

MELBOURNE, AUSTRALIA – Melbourne’s very own streetwear label and social enterprise, HoMie is proving that fashion can both be a statement and a solution. Launching its annual Hoodies for Homelessness campaign, HoMie partners with creative agency Town Square to deliver a campaign that’s as punchy as it is purposeful, asking a simple question: “How much good could a good hood do, if a good hood could do good?”

A playful twist on childhood rhymes, this year’s campaign leans into rhythmic and street style aesthetics, sparking action through an upbeat, unforgettable jingle that’s hard to shake and harder to ignore. Set against the backdrop of the chilly Melbourne winter, the work unfolds across TV, radio, OOH, digital, print, PR and social, culminating in a retail experience centred on HoMie’s limited edition hoodie.

The core is for every hoodie purchased, one is donated to a young person experiencing homelessness or hardship thanks to an ongoing collaboration with sportswear brand Champion. It’s a gesture that encapsulates HoMie’s founding ethos: purpose over profit.

Town Square executive creative director, Brendan Day said: “We know people are overwhelmed by causes, so instead of trying to guilt anyone into action, we wanted to do the opposite. The Hood that Does Good campaign is bright, cheeky and uplifting, because putting a smile on someone’s face makes it easier to start a conversation about doing good. Plus, once you’ve heard the rhyme, good luck getting it out of your head.”

Steph Say, CEO at HoMie, said: “We’re proud to launch another creative campaign with Town Square that not only raises vital funds for our work, but makes people feel good while doing good. This year’s approach feels really fresh, it’s playful and totally shareable. And the more people share it, the more lives we can help change.”

This latest HoMie campaign builds on the momentum of last year’s successful ‘Give One. Get One’ campaign, also created by Town Square. The ambition for this year is to sell over 3,000 hoodies, raising both funds and awareness for the real and growing issue of youth homelessness.

Since 2015 HoMie has supported over 2,550 young people through its two social impact programs: The HoMie Pathway Alliance, an accredited retail education and employment program for young people (18-25) affected by homelessness or hardship and HoMie’s VIP Days, where young people are invited toshop for free HoMie garments, while enjoying haircuts, beauty services, personal care packs, and lunch with the HoMie team. 100% of HoMie’s profits go towards achieving its mission to support young people.

Credits
Client: HoMie
Co-Founder & Creative Director: Marcus Crook
CEO: Steph Say
Agency: Town Square
Chief of Strategy: Jeff Malone
Executive Creative Director: Brendan Day
Client Lead: Alastair Langsford
Art Director: Peter Crawford
Copywriter: Samuel Nicolai
Account Executive: Lucy Strauss
Film: Editor and Director: Eren Besiroglu