Ahead of the LA Rams game against the San Francisco 49ers on Friday, September 11.
As the NFL prepares to bring its first regular-season game to the MCG, the LA Rams have partnered with streetwear label HoMie to embed the franchise as Melbourne’s NFL team in a campaign via Town Square.
Ahead of the LA Rams game against the San Francisco 49ers on Friday, September 11, the collaboration has all profits going directly to combat youth homelessness.
“This collaboration goes beyond sport and streetwear, it’s about shared values,” said HoMie CEO Steph Say.
“The LA Rams have a genuine track record of investing in the communities they’re part of, and by partnering with HoMie, they’re showing up in Melbourne with real intent.
“Together, we’re creating something that will connect with Melburnians, hopefully for the long-term, while directly supporting young people affected by homelessness.”
The campaign will launch across OOH, digital, social and in-store activation with pre-orders until July 13.
HoMie has supported more than 4,500 young people through its Pathway Alliance and VIP programs, delivering practical pathways and support for those experiencing or at risk of homelessness.
“The Extended Ramily is about finding that shared DNA between two sports-obsessed cities and celebrating it in a way that feels genuine,” said Town Square executive creative director, Brendan Day.
“This isn’t about dropping the Rams into Melbourne, but stitching them into the sporting heartbeat of the city while raising awareness and much needed funds for HoMie and the important work it does to address homelessness.”
Credits
Client: HoMie
Chief Executive Officer: Stephanie Say
Co-Founder & Creative Director: Marcus Crook
Brand and Production Lead: Kirsten Biacsi
Social Media Coordinator: Emily Hazeldine
Creative & Media Agency: Town Square
Executive Creative Director: Brendan Day
Chief Strategy Officer: Jeff Malone
Design Director: Luke Henley
Head of Production: Anna Morris
Video Editor: Jimmy Walker
Account Director / Producer: Jacqueline Smith
Account Manager: Eve Uittenbosch
Director / Photographer: Georgia Haynes
DOP: Simon Kim
Assistant: Mark Gregory
Stylist: Jam Baylon
