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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.