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You can admire this sturdy-looking yet fashionable pair of socks, but you can’t purchase it. The cozy foot warmers sit behind glass in a sleek, minimalist display, loom large on billboards and show up online next to a counter-intuitive “don’t buy now” button.
What gives?
Ad agency Humanaut, in its first work for mission-driven brand Bombas, is treating the product like an haute couture original and using its unattainable status as a storytelling hook.
Now here’s the reveal: For every pair of socks that Bombas sells, it gives the specially-designed versions to homeless shelters around the country, and the program just shipped its 10 millionth pair of the Bombas Donation Sock.
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