Evergreen Goodwill
Integrated Campaign
Services: Creative Direction, Design
Agency: Milli
Project Overview
Evergreen Goodwill has been serving Northwest Washington for over 100 years. Every purchase from their donation-driven retail environments—offering affordable clothing, home goods, and more—goes to providing free education and job placement opportunities to underserved and marginalized communities.
In the face of steep competition, we needed to find the Goodwill difference to break through. Introducing “Find Your Rare,” a multi-channel creative campaign focused on telling the story of not only the amazing items found at Goodwill, but the rare impact Goodwill makes every day in the community.
My Contributions
In addition to an all new look and feel designed to energize and excite thrifters, we created a narrative video series that highlighted both sides of the Goodwill brand for new audiences. We featured everyday PNW talent, who actually shop (and teach) at Goodwill, to tell the story in their own words. Along with social, digital, and OOH, we also launched in-store pop ups with local influencers to drive foot traffic and word-of-mouth.
I was responsible for creative direction across the whole campaign.
