Glossy worked with Toronto-based creative agency The Hive to promote its Ugly Sweater Passport. Yep, an ugly holiday sweater that displays your Covid vaccination status.
Launched in December 2021, when in Ontario proof of vaccination was required to get into restaurants, bars, pubs and sporting events, etc., Toronto agency The Hive wanted to infuse some festive fun into the process by creating the Ugly Sweater Passport. Each of the one-of-a-kind sweaters featured the wearer’s vaccination status, which is displayed as a QR code cleverly incorporated into the sweater design. Read the press release.
It seems this ugly sweater was the good cheer we needed for the 2021 holiday season, as it received 66 million media impressions with coverage on Global News, Toronto Sun, NewsTalk1010, Streets of Toronto, Curiocity Vancouver, Calgary Herald, AdAge, shots, The Message, Applied Arts, Strategy and TrendHunter.