Client: Goodwill
Agency: Young & Laramore
Editorial: Pattern Magazine
Creative:
Executive Creative Director: Carolyn Hadlock
Polina Osherov
Daniel Vuyovich
Charlie Hopper
Julie Valentine
Sam Mirpoorian
Sara Frucci
Rachel Nelson
Strategy:
Tom Denari
Sydney Jameson
VP Marketing (Goodwill): Cindy Graham
Sam Perry
Artists: Benny Sanders, Beth Bennett, Beck Jones, Monique Burts, Yemi Sanni, Mike Neon
Synopsis:
Six local artists, identified by Pattern Magazine 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 through 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. Below are creative credits and quotes. You can view the creative assets here. Let me know if you’re interested in covering!
Quotes:
Quote from Carolyn Hadlock, Principal, Executive Creative Director, Young & Laramore: “We knew we wanted to find a way to editorialize fashion to establish credibility with our audience and that Pattern magazine was the best partner to help us do that. Through this unique collaboration we hope to encourage shoppers to look at Goodwill as a source of inspiration.”
Quote from Cindy Graham, VP Marketing, Goodwill Industries of Central Indiana: “Some people like to discover an item in one of our stores and then put their personal spin on it. Whether it’s a simple tweak, like raising a hemline, or a major project where you rip out the seams and start from scratch, every Goodwill store contains a million possibilities, every day.”