The viral video, which you can watch by clicking the image to the left, was produced by Caid, and supports Lands’ End’s “Big Warm Up” campaign by asking folks in Boston to donate coats for the homeless at SEARS locations. The video is customizable, and there’s an interface (though it’s the least slick part of the whole thing) for sharing it with friends through Facebook and Twitter.

All in all, a nice initiative, and bound to earn Lands’ End and SEARS some brand love during the holidays. (They’ll be airing a national version of the spot as well.) The supporting site (by Firstborn) is located at www.bigwarmup.com. Check it out, and if you happen to be in the Boston area and you’ve got a coat you’re not using…