Goodwill's latest campaign, 'The Good in Goodwill' communicates the brand’s mission and inspires the consumer to take action — either by making a goods donation or a retail purchase — so that Goodwill can continue the cycle of good.
After a year that warranted a focus on community and helping others, and when shopping and donation protocols were constantly changing, Y&L wanted this campaign to not only provide a platform to communicate the Goodwill mission in a meaningful way, but also lean into the 'One Goodwill' initiative to address the importance of Goodwill retail and donations.
The campaign includes animated videos (created by Johannesburg-based animation studio Masters & Savant) and social assets that tell the stories of real people who have been helped by Goodwill’s various programs.
Young & Laramore – Agency of Record
Tom Denari – President and Chief Strategy Officer
Carolyn Hadlock – Principal, Executive Creative Director
Daniel Vuyovich – Senior Designer/Art Director
Charlie Hopper – Senior Writer
Chris Weiper – Senior Digital Developer
Rebecca Peters – Media Supervisor
Katie Becu – Senior Media Planner/Buyer
Amanda Eagle – Digital Media Planner/Buyer
Mason Thomas – Sr Analyst, Consumer Insights & Analytics
Jacqueline Hacker – Account Director
Sydney Jameson – Account Manager
Masters & Savant – Animation House