Above: advertising for Goodwill this Halloween season in Los Angeles
If you live in Los Angeles, you may have seen this wonderfully graphic Halloween campaign for Goodwill, created by The Miller Group. For those of you who haven't, I wanted to share it with you because it's an example of a cohesive campaign based on a simple premise that is both hard to ignore and hard not to love.
The campaign consists of nicely designed and illustrated newspaper ads, posters, outdoor, iPhone wallpaper, banner ads and a television spot that all utilize graphic 'spooky' versions Goodwill's iconic lower case 'g' character and logo (shown directly below).
Take a look at some of the charming 'spookified' iterations of the Goodwill character:
The wild postings look great around town:
And the accompanying tv spot is a simple way to bring these characters to life complete with music score by Harry Manfredini known for scoring horror films like Friday the 13th.
Client: Goodwill of Southern California
Spot Title: Halloween
Break Date: October 22, 2008
Agency: The Miller Group, Los Angeles, CA
Executive Creative Director: Renee Miller
Creative Director: Greg Collins
Art Director: Shin Kawase
Copywriter: Greg Collins
Agency Producer: Gary Bettman
Illustrator: Andy Mueller
Animation Company: Mind Over Eye, Santa Monica
Executive Producer: Andy Dellenbach
Animation Director: Mat Fuller
Editor: Dave Wein
Music Composer: Harry Manfredini
Voices: Greg Collins, Heidi Cotton
Smart, simple and memorable.
The only thing they didn't do which I wish they had? Sell these posters with part of the proceeds going to Goodwill! It's such a natural idea, good fit and wouldn't have required and extra designing or production. I know many people who'd buy them, starting with myself.
Let's hope they make it an annual campaign!
I can already see the Christmas one... rudolph, santa, mrs. clause, elves, the grinch....
Nice work Miller Group. Good going Goodwill. And Happy Halloween!
The Miller Group
Goodwill Southern California | 342 San Fernando Road - Los Angeles, CA 90031
Toll Free: (888) 4-GOODWILL or (888) 446-6394 Local: (323) 223-1211
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