Winter sucks up here in Buffalo, and Toronto gets even chillier. While we bundle up in layers or furry coats, the homeless are left to huddle in alleyways with absolutely nothing. Whatever they have, they stuff with newspaper to keep as warm as they can. You can only stuff so many tabloids into a ratty sweater, though.

Enter 15 Below, an innovative marketing ploy charity operation created by Toronto ad firm Taxi. They’ve developed a lightweight jacket that is waterproof, windproof, and has multiple bubble pockets all over that can be stuffed with newspaper to provide an effective shield against the cold. 3000 of these jackets will be distributed around Toronto. I wonder if Buffalo can get a few for Sly and the other unfortunates that will end up sleeping in my apartment foyer this winter.

So how well does this work? Continue reading to catch a video and specs on the coat.