Homie
How much good could a good hood do?
Heaps actually. In a world of bad news and negativity,
we brought nothing but hope and good vibes to Homie’s
2025 Hoodies for Homelessness campaign to help young
people affected by homelessness.
The rhyme riffs on a classic but turns it into unforgettable
lyric for good built off the simple lifechanging potential
of a single garment, the humble hoodie.
The look combines playful nursery rhyme
tropes with 90s hip hop culture to create a
distinctly Homie streetwear aesthetic that
appeals to a wide demographic.
Homie’s northside community was challenged
to recite the rhyme to camera for a series of
candid films that introduced the grassroots
humanity of the brand.
We invited the wider Homie community
to take part on social. Instore, Homie
encouraged everyone buying a hoodie
to say it too, turning everyone into a
vehicle for the message.
The campaign grew a life of its own with
prominent and everyday Australians of all
walks of life fumbling their way through
the rhyme and reaching millions of people
while they were at it.