Wildlings Creative has collaborated with Vinnies WA on a groundbreaking campaign titled “Got it at Vinnies,” aiming to redefine the perception of the renowned charity retailer as a fashion hub within your local neighborhood. The campaign cleverly juxtaposes global fashion meccas with everyday WA suburbs, prompting consumers to explore the style treasures awaiting them at their nearby Vinnies outlet.
Through a multi-channel approach spanning out-of-home displays, digital platforms, radio, TikTok, and in-store experiences, the campaign encourages shoppers to embrace pre-loved fashion as a chic and socially conscious choice. It advocates for fashion that not only looks good but also embodies values of sustainability and community impact.
“Got it at Vinnies” seeks to encapsulate the essence of Vinnies stores — a blend of uniqueness, affordability, and compassion. The campaign injects a fresh vibrancy into the brand, exuding a sense of playfulness, confidence, and local pride. It aims to inspire visitors to Vinnies, offering them an experience that transcends mere shopping and evokes a feeling of stepping into a realm of distinctiveness.
Matt Wilson and Pat Lennox, Creative Directors at Wildlings, emphasized the personal significance of Vinnies in their lives, portraying it as a brand deeply ingrained in the community fabric. They approached the campaign with a deep sense of responsibility to uphold Vinnies’ heritage while fostering a connection with a new generation of consumers. The result is a campaign that authentically encapsulates the spirit of Vinnies while propelling it into a new era.
The creative minds behind the campaign, including stylists Rochelle Renwick and Claire Davies, envisioned Vinnies as a treasure trove of fashion on par with high-end boutiques worldwide, but with the added dimension of purpose-driven shopping. The team’s dedication to preserving Vinnies’ core values while infusing a contemporary appeal shines through in the campaign’s execution.
Notable figures from Vinnies WA, such as Jo Fitzpatrick, Manager of Strategic Marketing, Communications & Events, and Callan Durlik, Media, Marketing, and Events Lead, played pivotal roles in steering the campaign towards success. Their collaborative efforts with the Wildlings team resulted in a campaign that not only showcases Vinnies’ fashion prowess but also underscores its commitment to community welfare.
The campaign underscores a broader shift in consumer attitudes towards sustainable and ethical fashion choices. It highlights the growing appeal of second-hand shopping as a means of expressing individuality, supporting charitable causes, and reducing environmental impact. By positioning Vinnies as a fashion destination, the campaign taps into evolving consumer preferences and sets a new standard for conscious shopping experiences.
As the campaign unfolds across various media channels, it invites audiences to rethink their approach to fashion consumption and consider the transformative power of each purchase. “Got it at Vinnies” is not merely a marketing initiative but a testament to the enduring relevance of thrift shopping in a fast-paced, trend-driven industry.