Goodwill: Stiletto

Credits & Description:

Category: Public services & utilities
Client: Goodwill
Product: Pro Bono
Agency: VML
Country: United States of America

VML
Global Chief Marketing Officer: Beth Wade
Global Chief Creative Officer: Debbi Vandeven
Executive Creative Director: John Godsey
Creative Directors: Daniel Lobaton, Jordan Gray
Senior Copywriter: Alf Zapata
Senior Art Directors: Conor Clarke, Monika Hoang
Managing Director, Planning, Ian Davidson
Group Planning Director, Emily Dore
Senior Producer, Shaun Campbell
Senior Account Manager, Kaylee Douglas
Supervisor, Social Strategy, Laura Brand
Senior Channel Manager, Kelly Fischer
Campaign Program Manager, Alejandra Prusaitis

Production
Production Company: Landia
Director: CINCO
Executive Producer: Juan Taylor
DP: Tobia Sempi
Prod Designer: Rodrigo Fernandez Siffredi
Producer: Gustavo Léon
Post House: RW2
Executive Producer: Maggie Wasserman
Editor: Jon Bazzata
CG/Motion Graphics: Eric Bacus
Music Composer: Patrick Meagher
Published: December 2016
Description: Goodwill and the Ad Council have launched new public service advertisements (PSAs) that encourage donations to Goodwill by showing the direct link between the donation of used clothing and household items to job creation in local communities. Created pro bono by leading ad agency VML, the new English- and Spanish-language digital-focused PSA campaign metaphorically depicts the many jobs that can be found in donated objects. The imagery shows miniature figurines in action, performing a variety of skilled jobs, alongside life-size donated objects that can lead to job training and placement opportunities. All PSAs conclude with the tagline, “Donate Stuff. Create Jobs.” and direct audiences to visit Goodwill.org to find their nearest Goodwill donation center.