I worked on a single campaign for Goodwill. The regional headquarters wanted a fresh feel for their tv, radio, transit ads and digital ads.
While researching for the project, I saw that we needed to reframe the idea of “used.” In the auto industry they call it “pre-owned” but the term doesn’t add any value. It simply tries to avoid the negative connotation of “used.”
In today’s market, there’s a growing desire for authenticity and story. People want to eat eggs grown from a local farm down the street, or buy a table from reclaimed rustic wood from a barn. People call this “The Quaint Economy.” For Goodwill, this was an opportunity.
I helped to develop a campaign “Authentic Apparel” highlighting item’s past stories as a positive value. Would a pair of hiking pants be more valuable if you knew they had climbed Mt Everest? Would a bowtie have more value if it had walked two daughters down the aisle?
I brought people in to record voice overs for different items of clothing, as if they were the items themselves. I worked to find voices that would feel like they matched the clothes they were portraying. In the ads they talk as if they’re on a dating website, briefly describing their personality and who they’re looking for.
Before moving forward with the campaign, I researched heavily to know where online dating fell currently in public perception. When it began, there were a number of negative stereotypes. Over time though, I found that the U.S. public has largely come to accept online dating as another avenue to find a partner.
The campaign spots reviewed well and were used to further Goodwill’s mission. They are, of course, still around today.