In Southern California, people always go to Goodwill to make their Halloween costumes. So we used their iconic "smiling G" logo as a launching pad to create an integrated campaign.
On a $250,000 annual media spend, sales rose 13% in year one, increasing to 41% overall by year three and was eventually adapted by other Goodwills across the US., all using our same original work.
The campaign had approximately 60 unique executions across all media. I served as creative director and copywriter.
- Project Roles
- Copywriter, Creative Director, Art Director, Director, Writer
- Cat Herding, Comedy, Commercial, Copywriting, Creative Direction, Interactive, Language: English, Management of Teams 1-10
- Character Animations, Commercials - Broadcast, Commercials - Video, Illustrations, Interactive Videos, Magazines, Posters, Viral Films
- Project Industries