AGENCY
Ati Shah, Chief Creative Officer
Lindsey Taylor, Senior Associate, Project Manager
Jennifer Awasano, SVP/Creative
Kevin Grover, Producer
Spencer Black, VP/Creative
Paige Warmus, Associate Director, Strategy
Zoe Bell, VP/Creative Director
Lorraine Schwartz, Associate Director, Media
Samantha Salzano, Associate Creative Director
Sarah Pinkowski, VP, Data & Analysis
Sydney Spence, Associate Creative Director
Kate O'Neal, SVP/Account Management
Jordan Roland, Associate Creative Director
Sarah Bernstein, VP/Account Management
Jonathan Rigby, SVP, Strategy
Harry Brookstein, Account Manager
Dana Thompson, Associate Director, Executive Producer
The Ad Council
SUMMARY
Goodwill has a rich heritage of local community impact. However, its ability to affect those communities was being eroded as fewer people recognized Goodwill’s mission, therefore choosing to shop elsewhere. The campaign needed to re-establish Goodwill’s reputation for its local impact and inspire people to shop again at Goodwill. The Bring Good Home campaign shone a light on the effect peoples purchases had on their neighborhood; driving an 86% lift in preference for Goodwill for thrift shopping, amongst people who saw the campaign and a 15% increase in reported shopping.
