The Face of Independence ad campaign frames the smiles that make the brand.
Goodwill’s Face of Independence ad campaign helps identify involved parties, and creates motivation to participate. Everyone is familiar with the Goodwill brand, but the majority of their audience was not completely aware of their mission.
Cuddhy’s task was to enlighten his audience on the true spirit of the brand and get the Orange County Community involved. By taking the joy straight from their iconic logo – the “G” smiling face, and putting some real life heroes’ smiling faces in its place. Those who provide generosity, kindness, and selflessness, are the participants and inspiration for this great brand.