The NEW Category Entrant: BBDO West, San Francisco Goodwill
"Care Tag For Our Planet"

Credits
Corporate Name of Client: Goodwill
Agency Account Director: Elana Shea
Agency: BBDO West, San Francisco
Executive Creative Directors: Jim Lesser/Jon Soto
Creative Director: Michael Barti
Copywriter: Michael Barti
Art Director: Heward Jue

Basic description of the project:
The creative idea was to deliver Goodwill’s message in the garments themselves. All clothes have care instructions. We added one more, redefining what care really means: “Donate to Goodwill when no longer needed and care for our planet.” We even designed a special “donate” laundry symbol. The messaging was incorporated into new Levi’s clothing beginning in 2010.