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:

Storyboarding & Mock Video: Collaborated in developing a storyboard and mock video, utilizing AI tools to explore narrative structures and visual styles.

Creative Leadership: Led efforts in translating messaging and design into a cohesive social campaign, ensuring consistency across platforms.

AI Integration: Leveraged AI tools to enhance the creative process, from scriptwriting to visual design, streamlining production and fostering innovation.

The Impact

The campaign successfully elevated Goodwill’s mission, leading to:

+89% increase in awareness of Goodwill’s mission

+77% increase in donations

+58% increase in brand affinity