Nothing new for good
Challenge
For Mercy is the charity arm of Mercy Hospice. Their second-hand stores are the main drivers of funding, but they were seen as old, dusty, and not worth a rummage. To attract new customers, we needed to shift perceptions of For Mercy from pure charity to a must-thrift destination.
Idea
Nothing New for Good: an invite-only styling masterclass led by Aotearoa fashion legend Dan Ahwa & Dan Gosling. Emerging stylists created new looks from old For Mercy garments. The campaign for the workshop leaned into fashion cues, and the resulting imagery has transformed the brand from old to aspirational.
Agency: True Limited
Client: Mercy Hospice
Year: 2025
Role: Creative Art Director
Best awards finalist: https://bestawards.co.nz/social-good/social-good/true/mercy-nothing-new-for-good/
https://bestawards.co.nz/social-good/social-good/true/mercy-nothing-new-for-good/
