Goodwill National Campaign: Bring Good Home

There’s more to your local Goodwill than you might know. Like, did you know instead of sorting all donations off-site and spreading them across the country, the items donated in your community are sold at those same local Goodwill locations? Also, Goodwill creates job training programs for industries specific to the local areas around individual Goodwill stores.

These are just a few of the wonderful things Goodwill does that people are unaware of. We were tasked with creating a campaign that not only helped educate people about the wonderful things a Goodwill can do for it’s local community, but also show how much every purchase at Goodwill matters. So yes, that amazingly weird cat face coffee mug is 100000% worth the purchase for more than just your early morning cups of joe.

My Role: Creative Direction/Design

SVP, Group Creative Director: Jenny Awasano
VP/Group Creative Director: Zoe Bell
Creative & Design Director: Spencer Black
Associate Creative Director (Art): Sam Salzano
Associate Creative Director (Copy): Sydney Spence


Examples storyboard and the final spot.

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We also found fun and interesting ways to take specific moments from the spot and loop them into engaging and funny social gifs.

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In addition to the commercial spot we ran nationally we also created a way to showcase all the unique items sold at Goodwill locations and built a system to create visually engaging social ads that celebrate and highlight real world Goodwill items.

For the typography we had a 3-D artist render the type to match the look and feel of a few hero images we were highlighting, Above is an example sketch of the lettering direction I provided the artist before they started rendering and the final render we eventually landed on.

For the typography we had a 3-D artist render the type to match the look and feel of a few hero images we were highlighting, Above is an example sketch of the lettering direction I provided the artist before they started rendering and the final render we eventually landed on.


We wanted to find a way to build out a print aspect of the campaign that kept the spirit and celebration of local Goodwill purchases alive, so we took out thank you ads on behalf of Goodwill to thank actual customers who made purchases at their local Goodwill.

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