VINNIES

In response to rising living costs across Australia, the allure of op-shopping has never been stronger. As Queenslanders increasingly seek ways to manage discretionary spending, Vinnies—a longstanding icon in thrift shopping—faced a challenge: reshaping perceptions and reaffirming their value proposition.

The brief was to develop an always-on social strategy aimed at Queensland audiences, spotlighting the thrill of discovering $5 Finds at Vinnies. With consumer sentiment questioning the value of op-shopping, we set out to re-educate and inspire, highlighting the hidden treasures and societal benefits of thrifted gems.

I worked on a creative initiative to reposition Vinnies in Queensland's market, focusing on their $5 Finds. As op-shopping gains traction, we aimed to counter doubts about value with a vibrant, always-on social approach.The $5 device should always be the hero of the campaign, allowing hero items to interact with the price.

Highlighting the thrill and savings of thrifted treasures, our strategy showcased everything from vintage fashion to unique home décor. Through storytelling and design, we rekindled interest and underscored Vinnies' societal impact, fostering community engagement and sustainable shopping habits.