Fashion meets non-profit. Hired as a creative director, my task was to transform a new campaign for Goodwill of North Georgia into a fresh, fashionable, and approachable campaign for the Atlanta metro area.

THE PROBLEM

Goodwilll of North Georgia wanted to increase foot traffic and overall sales while letting people know more about their mission of helping employ people across the region.

THE SOLUTION

Position Goodwill as a shopping destination for the creative and thrifty, while promoting their mission: to help people find jobs. We knew we had to connect the dots for consumers between donating, shopping, and the community impact. We established the Cycle of Good—demonstrating how good donations become good purchases, which lead to good jobs—and how supporting their neighbors is as easy as going shopping or dropping off gently used items. All you have to do to is Go #Goodwilling to spread some love, and this positioned the brand as an uplifting retailer and donation center with a positive community impact.

THE CREATIVE VISION

Relatable, yet refined. Styled 100% from Goodwill finds, and shot to our images to be approachable and aspirational, purposefully to rival fashion ads instead of non-profit ads in this space. For the pitch we focused on telling the journey of the products that people can buy (showing real treasures that we found) and making cheeky stories about how they were donated, purchased, and the result of what that dollar amount would do at the organization. We took the patina off of shopping thrift for those who aren’t sure about it, and enlightened both current and new consumers to the brand’s mission.

EXAMPLES

These are various pieces produced for in-store images and windows, digital ads, outdoor, and employee training. A special emphasis for Halloween was the kick-off campaign, #Goodthrill.

Creative Direction: J. Padgett Hemsley

Copy and art diretion, J. Padgett Hemsley

Photography: Laretta Houston

Styling: Kahli Haslim