US Creative Work of the Week: Goodwill challenges artists to transform secondhand clothing
Charity brand Goodwill has launched a digital and social-first strategy for its regional Fall campaign, with the help of its creative agency-of-record, Young & Laramore, and it’s one that finds the company challenging creatives to make artful clothing from thrift store finds.
Y&L conceived of the program where six local artists, identified by Pattern, visited Goodwill and transformed the garments they bought into their own unique design. Three men and three women 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, done in downtown Indianapolis.
Y&L, which has worked with Goodwill since 1996, aimed to target the 18-35 year old demographic with the new campaign which places a focus on retail.
Six videos follow each artist’s creative journey and the resulting creations. One is a Marie Antoinette-inspired dress while another 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 throughout the fall.
For taking inspiration from affordable fashion, the campaign was voted the US Creative Work of the Week by The Drum’s readers.
See the campaign by clicking on the Creative Works box below.
To vote for next week’s US Creative Work of the Week, visit our latest US Creative Works here. To keep up to date with all the advertising, design and creative projects from around the globe, visit our Creative Works homepage.
