GOODWILLMN'S RECENT AWARENESS CAMPAIGN TRIUMPHS: A TESTIMONY TO TEAMWORK AND DEDICATION

Tis the season of goodwill, and none more timely to announce HOWDY GANG’s successful collaboration on the most recent ad campaign for GESMN, a nonprofit organization dedicated to providing employment, job training, and community-based services.

Ad agency Solve sought the storytelling skills of HOWDY GANG director Todd Grabe to help launch the GESMN awareness campaign that shines a light on their mission, honors the drive and determination of the people they serve, and will benefit all areas of the organization.

Centering on three individuals, the campaign demonstrates how GoodwillMN sees them persevering through challenges unique to their story. The production tailors each spot to shape out the character’s backstory and dare the difference while being relatable to viewers. Projection mapping showcases a poet overcoming his past. A single continuous take conveys a narrative capturing a young woman making her way from a shelter to her new job. A biker braves the elements to get to a second job to pay for the car that gets her to her first job.

“It was kind of an ideal scenario…a brand that I feel really good making advertising for, an agency that knew what they needed while also granting me creative latitude, and an important story worth telling. Malanda Jean-Claude was a generous collaborator whose words and vision were indispensable. Then you have editor Brett Astor imbuing a fresh perspective to bring great ideas to the table while still honoring the original vision,” touts Grabe.

Like GESMN, Goodwills across the country enjoy high brand awareness but low mission understanding in their communities, which is to offer job training and customized career support to eliminate barriers to work and independence. Their work began with Solve in the fall of 2022, and together they conducted comprehensive market research, solicited input from S&P leadership, used community needs assessment data, and identified shared goals to help people find our services and better understand our mission.

For more information about Goodwill's mission, programs, and the mission awareness campaign, please visit https://www.goodwilleasterseals.org or contact [email protected].

CREDITS

Client: GOODWILL-EASTER SEALS MN

Agency: SOLVE

CCO: Kara Brower

Executive Creative Director: Brian Platt

Sr. Art Directo: Anna Depagter

Copywriter: Rob Atkinson

Account Director: Drew Hack

Producer: Effy Kawira

Project Manager: Abbey Jensen

Music: SOUTH MUSIC

Offline: CHANNEL Z

Editor: Brett Astor

Producer: Kelly Nelson

Post: PIXEL FARM

Colorist: Dave Sweet

Flame Artist: Josh Allard

Producer: Kathy Yerich

Production Company: HOWDY GANG

Exec. Producer: Donna Drewick

Producer: Alex Calingaert

Associate Producer: Madeline Hendricks

Director: Todd Grabe

1st AD: Jon Steinhorst

Cinematographer: Luca Fantini

Steadicam Op: Kevin Jacobson

Done Op/FPV: Dan Godar

1st AC: Michael Lindquist

2nd AC: Gabe Broderick

VTR: Nathan Armstrong

Sound: Hyun Lee

Projector Tech: Al Hicks

Projector Tech: Tim McVean

Gaffer: Tom Franchett

Best Boy: Joe Slaggerman

Key Grip: Joseph Gallop

Grip: Jeff Fischer

Swing: Mario Howard

Swing: Matthew Branch

Art Director: Michelle Gilstead

Lead Man: Chris Thickens

Props: Tom Kristjanson

Stylist: Jessi Dery

Hair/Makeup: Alfred Lester

SFX: Tiny Proctor

Location Mgr: Todd Sinkewich

Location Assist: Karrie Vrabel

Production Mgr: Matt Center

PA: Rick Hankes

PA: Olivia Pelham

PA: Matt Kendall

PA: Wesley Phillips

PA: Jeno Broschofsky

Moho: Bill Maness