Monkey Sox: Good Feels Golden

The Challenge

Monkey Sox donate 50% of their profits to Multiple Sclerosis charities. Every purchase already carries purpose, but during Black Friday, that story risked getting lost in the noise.

Together, we set out to create a campaign that cut through without compromising their values. Something that felt generous, human, and genuinely exciting, while still driving sales and impact.

THE STORY

That thinking led to Good Feels Golden — a campaign built around the idea that doing good should feel just as rewarding as buying well.

Rather than relying on heavy discounts, we created moments of surprise and delight. A ‘golden ticket’ mechanic meant some customers discovered a special reward inside their online orders or in-store purchases, turning everyday transactions into something memorable.

Working closely with Ethan and Lianne, we shaped the campaign from the ground up — defining the strategy, designing the creative, and bringing it to life across digital and physical touchpoints. Clear messaging, thoughtful design, and a consistent visual identity helped the campaign feel cohesive and unmistakably Monkey Sox.

By tying excitement directly to giving back, every purchase became more than a sale. It became a contribution — reinforcing the brand’s values while creating genuine engagement with their audience.