Lands’ End: Lifecycle

Lands’ End: Lifecycle

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Lands’ End wanted to encourage people to donate their gently used winter coats for the homeless. Michael wrote and directed this TV spot, as well as a personalised version which spread virally online.

Originally intended to collect enough coats to help the 7,000 homeless in Boston get through the winter, the campaign resulted in the donation of over 30,000 coats nationwide.

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