Challenge:

Spread the word that Happy Socks are made in collaboration with all types of artists.

Solution:

Depict an artless future, showing that the brand (and many other things) would not exist without art.

A philanthropic purchase

As a brand known for their creative collaborations and eye-catching designs, Happy Socks recognizes that they would not exist without the arts.

We’ll partner with Americans for the Arts (AFTA) to create a sock line of dull, colorless socks (completely opposite of the brand’s usual merchandise) to showcase the ramifications of losing the arts in schools.

Proceeds from each purchase will go toward the Americans for the Arts fund to increase arts programs in schools across the country.

an artless future

By taking over storefronts, as well as social media and digital sites, we’ll spread the word about losing fashion, photography, and literature.

Newspapers and magazines will also feature messaging about our mission to save the arts.

AD: Erin Ploen