The Big Wow! is Brunner's third "Go Big On Good" campaign for Goodwill. Facing budget constraints and a need for "more youth, more humanity," we shifted our creative approach to spotlight Goodwill's mission: empowering people and strengthening communities.
Our concept, The Big Wow!, leverages "the texture of repurposing," using paper, photographs, paint, textiles, and vintage elements to visually express the "depth of good" in Goodwill's impact. Each piece emphasizes authenticity, humanity, and youthful energy. And if I must say, it's pretty dope.
This fully integrated campaign features executions across in-store, broadcast, social, and OOH channels.
