There are some things you’ll only find at the Salvation Army. A funky vintage dress. A pair of heels straight out of a Blondie music video. And the peace of mind that your purchase directly helps someone in need.
That mix of charm and impact is what inspired Only Here, a campaign we developed to drive foot traffic to local Salvation Army retail stores and increase donations to support their mission. But more than just an ad campaign, it became a case study in what happens when creative work aligns fully, and fearlessly, with a brand’s values.
It’s been several years since this campaign first launched, and honestly? We still wouldn’t change a thing.
Starting Over to Get It Right
When we first set out to build this campaign, we followed the usual playbook: clear messaging, strong visuals, smart strategy. The original work was solid, it checked the boxes. Near the end of completing this campaign we received the Brand Guidelines. We could have ignored them, but there were some very solid, very ownable parts to the brand that we needed to bring to the market. (It sure would have been great to have them at the beginning!)
In the Graphic Standards, the Salvation Army makes it clear in their messaging that they “do not shy away from their fundamental Christian roots.” And yet, that vital part of their identity had been left on the sidelines. Our initial creative, while visually compelling, failed to speak to the heart of who they are.
So we scrapped it. Completely. Not because it wasn’t working, but because it wasn’t aligned. We also knew it was a creative gold mine.
The Risk in Saying What Others Won’t
In advertising, there’s a quiet, mostly unspoken rule: steer clear of religion. Don’t mention God. Don’t say Jesus. It’s too risky. Too polarizing. Too easy to offend.
But rules like that? They also create rare opportunities. Open space. A creative void just waiting to be filled.
So we asked: What if we didn’t avoid it? What if we leaned in, not for shock value, but because it was honest?
Just saying the word “God” felt bold enough to stand out. (Yes, we drew the line at “Satan.”)
What emerged was a campaign that spoke directly to the Salvation Army’s identity, and didn’t flinch.
The final campaign wasn’t subtle. It wasn’t soft. It was sharp, confident, and unapologetically on-mission. It sounded like this:
- “Lord knows what’s in your closet.”
- “No shoes. No shirt. No salvation.”
- “Damnation.”
It was the kind of creative that either makes people nod their heads or raise their eyebrows. And that’s exactly why it worked.
From the moment the campaign hit, the impact was clear. Store traffic rose. Donations increased. People noticed, and remembered.
The work resonated so deeply that Salvation Army chapters across the country, and even their national agency, reached out to ask if they could use it. But Major Williams, who led the local chapter, politely declined.
This wasn’t just a campaign. It was their campaign. Their voice. Their community. And they were proud of it.
The campaign went on to earn multiple regional and national awards. It drew attention not just for its design and copy, but for its confidence. For its refusal to play it safe. Some people even questioned if it was real.
It was. It is. And years later, it still stands as one of the clearest examples of what happens when creative teams and mission-driven organizations work in true alignment.
Great creative isn’t always about the flashiest visuals or the cleverest line. Sometimes it’s about listening, really listening, to what an organization stands for. Then finding a way to amplify that voice with honesty, originality, and guts.
That’s what Only Here did. And that’s why it still holds a place in our hearts, and in our portfolio. Look, it’s not like anything else because that was the point.
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