While thrifting is top of mind for many consumers, especially Gen Z, Goodwill of North Georgia wanted to create awareness that their primary goal is to provide jobs for the community its donors and shoppers are living in.

Through research and strategic insights, we developed the “Go Big on Good” campaign that shows how each donation adds up to a bigger picture.

From an art direction perspective, it was important to everyone on the team that we source items directly from Goodwill stores. Everything you see in this campaign was the result of long days of shopping as well as creative folding, pinning, and propping items up!

This campaign is still in market, and won a 2023 AMY Award for Best Non-Profit Integrated Campaign.

Client: Goodwill of North Georgia

Creative Direction: Dan Magdich

Art Direction: Emily Kurek

Press: Atlanta Journal Consitution, 2023 AMA AMY Awards