Goodwill: advert-top-1 by Young & Laramore

Goodwill, a brand known for its television campaigns, is launching a digital/social-first strategy for its regional fall campaign, with the help of its creative agency-of-record, Young & Laramore. Y&L, which has worked with Goodwill since 1996, is aiming to target the 18-35 year old demographic with the new campaign which places a focus on retail.

With fall being a season of transformation, Y&L leveraged the insight that this consumer base uses Pinterest and Instagram for inspiration, and brought the campaign full circle by highlighting the idea that people shop at Goodwill to transform apparel, and even the notion that Goodwill offers job training that transforms people’s lives. Young & Laramore leveraged its wide connections with editorial partnerships and influencers, and collaborated with Pattern magazine, a luxurious, over-sized, meticulously curated, independent fashion, art and culture publication founded by Polina Osherov in 2010.

Y&L concepted the program where six local artists, identified by Pattern, visited Goodwill and transformed the garments they bought into their own unique design. Three male and three female designers from different walks of life with different styles were chosen. The resulting execution is a beautiful digital and social campaign that resembles an editorial photo shoot in downtown Indianapolis.

There are six videos following each artist’s creative journey and the resulting creations, all of which are very different: for example, one is a Marie Antoinette-inspired dress and one utilized men’s ties to create a bandeau, with loose tailored overalls. The campaign will run on Facebook, Instagram and in pre-roll in Indiana beginning in late August throughout the fall.

In addition to the digital and social ads, there will also be an editorial spread showcasing the clothing transformations in Pattern’s Fall Art Issue.