Brainstorming
This campaign was born out of the idea that Goodwill has been around for a very long time. Since 1902 in fact. We wanted to create something that spoke to Goodwill's "OG" status in the thrifting space. A variety of ideas surfaced throughout the brainstorming process. Calling ourselves the "OG in Thrift" was presented first, but felt a little outdated for the times. We started finding our way through other headlines: "She wore it then, you wear it now" and "Whatever your style, you're in style with Goodwill". We had boxes of archived photos from the 80s and early 2000s that we tried to collage into something present-feeling. Finally, we brought it all back to our first idea: Goodwill has been around since, like, forever...
Solution
"Serving Looks Since Forever"
This headline emerged from our brainstorming and felt like the perfect blend of cheeky, fresh, and modern. We decided on a Goodwill Across the Decades photoshoot to embody the concept of bringing back old styles and wearing them today. It also still felt tied to our original idea of Goodwill being the "OG" of thrifting.
While the image to the left was AI generated during our brainstorming, it helped lay the foundation for our creative direction: people centric photography, styles that portray the decade, closeups, and use of colored lighting.
