Young & Laramore

Little Black Dress

Over 90 markets across the United States and Canada have syndicated the Goodwill campaign since it began in 1996. The ads effectively establish Goodwill as a discount retailer—a well-organized, fun place to shop for brand name merchandise in good condition at low, low, low prices. Originally produced for Goodwill of Central Indiana, this campaign has grown system-wide sales and donations in Indianapolis by more than five fold.

Who doesn’t love an LBD? Designed to remind consumers that Goodwill is more than just a drop off center, “Little Black Dress” is a not-so-subtle nudge that the retail store is—hey, just that, a retail store, full of desirable items (including, but not limited to little black dresses).


Differentiating a brand in a cluttered category: strategy, research, media planning and buying, broadcast, print, out-of-home, events, identity system, specialty collateral, digital and website