“What Will You Be?” Halloween Campaign

Situation: Halloween is Goodwill’s “Christmas Season” and is a huge revenue driver for their retail stores. Their unique position as a provider of economical, individual pieces from which to build a costume from scratch, offers customers a variety of ways assemble their costumes.

Objective: Highlight this unique position and drive foot traffic during a time of increased competition with thrift and second-hand stores.

APPROACH: An integrated campaign called “What will you be?” that highlights modern-day “Frank” who also turns to Goodwill for the chance to be something perfectly unusual for Halloween.