Goodwill – New Lives
Client: Goodwill Industries International
Agency: Blue Chip
Project: “New Lives” Campaign
Role: Creative Lead
Deliverables: TV, Social Media, Microsite
The Challenge
Goodwill was often perceived merely as a thrift store, with many donors unaware of its broader mission. The challenge was to shift this perception and highlight how donations fund job training and placement services, offering individuals a life-changing fresh start.
The Creative Approach
Blue Chip developed the “New Lives” campaign to showcase the transformative power of donations. The lead TV spot, “Last Day – First Day,” juxtaposed the final day of a donor’s item with the first day of a recipient’s new career, illustrating the direct impact of donations. The campaign also featured print advertisements and a storytelling microsite, sharing real stories of individuals whose lives were changed through Goodwill’s programs.
My Role
As a key member of the concepting team, I contributed to:
The Impact
The campaign successfully elevated Goodwill’s mission, leading to:

