As Christmas approached, the Medicine Hat Health Foundation aimed to launch a campaign to attract new donors. We decided on a direction inspired by the cozy, heartwarming sensation of wearing a festive Christmas sweater. This concept reflects how you can share that same warmth with those who need it most at the hospital by donating. I literally and figuratively yarn-bombed the city, through billboards, social/display ads, a landing page, wrapping paper and actually yarning the neighbourhood trees. This brought awareness to the campaign and a desire to donate.