Goodwill
Güdwel
BRIEF:
Increase purchases and donations, while communicating Goodwill's mission.
Increase purchases and donations, while communicating Goodwill's mission.
IDEA:
Debut a "new," provocative, cause-driven fashion brand.
Debut a "new," provocative, cause-driven fashion brand.
AWARDED:
The Big Ad Gig - Judges' Choice & Gig Winner
The Big Ad Gig - Judges' Choice & Gig Winner
Out-of-home and print ads will juxtapose high-fashion ads with the kind of clothing you can find at Goodwill.
Tapping into the ironic "thrift store fashion" trend, we'll let people’s natural curiosity guide them to discover what this weird "anti-fashion" brand is all about.
Through basic Adwords buying, we'll guide search results to the Güdwel microsite.
There people can learn about the brand’s mission, and how they can get involved.
There people can learn about the brand’s mission, and how they can get involved.
We’ll extend the concept in-store and beyond, with branded shopping bags, donation bins and more.
We’ll elevate the campaign, and Goodwill’s involvement in local communities, with “Anti-Fashion Shows."
Run during Fashion Week in each city, they’ll highlight eccentric Goodwill outfits, and award local "Super Model Citizens": people who have made major accomplishments with the help of Goodwill.
Run during Fashion Week in each city, they’ll highlight eccentric Goodwill outfits, and award local "Super Model Citizens": people who have made major accomplishments with the help of Goodwill.