The Thrift Function is a two-part campaign that expands the audience's idea of thrifting through brand values. So what is the function of thrifting? It's a lifelong, sustainable practice that, at its heart, is about renewing purpose.
Brand ETHOS
The Thrift Function thinks of thrifting as more than a simple act; thrifting is relying on and giving back to your community, being resourceful and thoughtful about consumerism, and encouraging sustainable practices that speak to our human nature.
EVERYTHING HAS ITS STORY
As a part of the campaign, The Thrift Function draws attention to the story behind each item that the audience might find at a thrift store. Asking, what journey has this item been on, what sentimentality it holds, and how that story continues as it is now passed on to a new owner.
By honing in on the emotional aspect of reusing items, the audience can feel inspired to see value in worn items.
By honing in on the emotional aspect of reusing items, the audience can feel inspired to see value in worn items.
Finding the One
These posters/social media story posts capture the feeling of finding exactly what was needed at the thrift store. They present everyday items as magical; inciting the excitement of the owners to take them home.
Taking 'em home
The second part of the campaign is a zine that follows the story of The Thrift Function's mascot creating the feeling of "home" through the collection of beloved items found at a thrift store.
The zine opens up to reveal a poster, offering the reader a thrifted piece for them to keep.
The zine opens up to reveal a poster, offering the reader a thrifted piece for them to keep.
