Bombas

After 10 years and 100 million socks, tees, and underwear donated, Bombas wanted to mark the impact the brand and their customers have made over the last decade.

Challenge

Bombas “One Purchased = One Donated” model has led to a remarkable 100+ million items of clothing donated to people experiencing homelessness over the past decade. But in that time, the number of Americans who are unhoused has only grown. To mark the 100M milestone, Bombas decided to forgo self-promotion in order to shift perceptions with kindness, empathy, and facts.

Solution

Starting with strategy, Kingsland worked with Bombas to research, concept, write, and design a creative campaign that would bust myths and change the conversation about homelessness in America. With clear, direct messaging that paired statistics with storytelling, the 100M campaign came to life through a strategic mix of static and digital OOH across New York City—home city to both Bombas and Kingsland.

The 100M campaign extended to a custom-built interactive hub full of personal stories from people who have been unhoused. Additional content focused on simple but sticky facts about homelessness that upend stereotypes and assumptions. For example: the No. 1 root cause of homelessness is not drug abuse or mental illness, but the lack of affordable housing.