Vinnies Gift Good — A pre-loved Christmas
In an increasingly difficult economic climate, Christmas asks a lot of people’s budgets. There’s still the social pressure to give something meaningful and to make it feel special. Finding a present that does all of that at a price you can actually afford has become a huge source of stress.
THE CHALLENGE
Christmas is an incredibly wasteful time of year. Unwanted presents, excess packaging and things bought for the sake of having something to give. Money people can’t comfortably spare goes into gifts people don’t necessarily want, with an environmental cost that lasts well beyond Christmas Day.
Reality is, people are comfortable buying second-hand for themselves, but putting something pre-loved under the tree feels like a different proposition. Vinnies needed to make it a choice people would be excited to give and happy to receive.
THE IDEA
Good for you. Good for them. Good for the planet.
Gift Good brought those three benefits together in one Christmas invitation.
Good for you, because finding a thoughtful present shouldn’t mean spending more than you can afford. Shopping at Vinnies puts a little less pressure on your wallet.
Good for them, because there’s something special about an unexpected find. You know that feeling in an op shop when you come across something you weren’t looking for, but suddenly have to have? You can find that for someone else. Something truly unique that makes you think “They would absolutely love this.”
Good for the planet, because choosing pre-loved keeps good things in circulation and helps reduce waste. And buying from Vinnies supports a charitable organisation, helping it do more good in the community.
A gift could be affordable, genuinely exciting to receive, and do some good beyond the person opening it. That was the idea behind Gift Good.
BRINGING IT TO LIFE
The Fitzroy flagship pop-up gave Gift Good a place people could step into. Owned assets and volunteer-curated displays brought the idea into the shopping experience.
Across the state, the in-store creative and gift tags carried that invitation through to the moment of choosing a present. The Nah/Yeah social work extended it into people’s feeds, while influencers and earned coverage helped bring more people into the conversation.
It all came back to a simple thought: Christmas doesn’t have to come at a cost. You could find someone a genuinely thoughtful present and do a bit more good while you were at it. How good is that.
MY ROLE
I led the concept and art direction for Gift Good, from the Fitzroy flagship pop-up to the in-store and social work.
Vinnies Gift Good — A pre-loved Christmas
Alongside my creative role, I managed freelancer bookings, worked with producers on costing and coordinated internal PR bookings. The campaign rolled out across 120 stores and recorded more than 400,000 customers and 6% sales growth.
Client
Vinnies Victoria
My role
Hero idea, art direction, gift tags and social ideation
When
Christmas 2025
Right brain