For a kid on the brink of homelessness, someone buying a toque from Raising the Roof could mean access to food, a safe place to go, or a fresh start. To show this, Leo Burnett designed Bronze Design-winning wrappers, overlaid with graphics that visually transformed toques into demonstrations of how people’s donations help prevent homelessness. The wrappers depict what each toque really buys – a shower, a meal, an education. So when people shop for a toque, they can see that they’re really shopping for a solution.