Thumb Wars
DoSomething.org partnered with Toyota in a youth-led social campaign to prevent texting while driving. We created thumb socks for young people to share with friends to remind them to not text while driving. When worn, the type of fabric used prevents interaction with touch devices, such as personal phones. The socks were designed in-house and distributed nationwide.
I developed a design system and illustrator series that plays with an academic colors and elementary drawing styles. This approach created a fun and exciting campaign while projecting the idea stopping texting while driving is so easy, anyone can do it.
An interchangeable icon set was developed which allowed for socks to be swapped and shared, with a sort of mix-n-match approach.
Social Assets
Creative system was brought across all platforms including Instagram Stories. In keeping with the same styling and color palette we were able to produce unique, bespoke assets throughout the campaign.
Additionally, packaging for the socks themselves were designed in-house. The campaign was a huge success. Within the first few weeks we sold out of the socks, with over 100,000 socks distributed nationwide.
Designer Pierce Streiff
Creative Director Keri Goff
Photographer Chris Alfonso
Copywriter Ben Kassoy