The Salvation Army’s Thrift Store on Roblox

The Project

The Salvation Army created the first ever Thrift Store on Roblox, connecting with an audience that might have never visited a thrift store in the real world. The game offered creator and brand collaborations, player donations, digital replicas of real Salvation Army items and rare and limited edition items at the lowest Roblox marketplace price point.

The Work

As Creative Strategist, I was responsible for overseeing the translation of the original concept to Roblox, ensuring the brand vision remained aligned with the expectations of Gen Z and Gen Alpha. I also supported the development of influencer-driven items.

Appreciation

‘Annemieke saved my life. Well, she saved the life of my project. And I was about to throw myself into a wall because we’d sold through a big idea, but didn’t know how to actually pull it off. Then, as the clouds of desperation started to close in, the angelic Annemieke effortlessly glided into our lives like the ray of light she is.

We presented her with a pathetically tiny budget. She could have, and absolutely should have, laughed in our faces. Instead, she jumped on a late night call with us. And, even though we didn’t have the money, she brainstormed for over an hour on how we could make our idea come to life.

We came away from that call knowing two things: One, we needed more money. Two, we needed Annemieke. We managed to scrape together some more budget, and we begged Annemieke to help. And boy did she. Annemieke shined through every single step of the process. She was irreplaceable from concept to creation, to influencer recruitment, and all the way through to PR outreach.

The project was a huge success. My clients are ecstatic. My agency is beyond thrilled. And I have lived to see another day.

If you have an important project that you’re dying to get made, tell Annemieke “hi” for me.’

Doug Hentges– Executive Creative Director at BarkleyOKRP

‘BarkleyOKRP, on behalf of The Salvation Army, partnered with The Gang on the Roblox experience Thrift Score. To say we would have been lost without Annemieke is an understatement. From our very first call through the final day of the experience, Annemieke consistently provided valuable expertise, guidance, and best practices. She felt like a true extension of our team and was deeply invested in the success of the project at every stage. Not only was she an incredible partner to our team, she also played a significant role in the success of the campaign—helping make the work stronger and the experience truly top-notch.’

Melany Esfeld – EVP, Head of Production at BarkleyOKRP

‘From day one, Annemieke was instrumental in bringing Thrift Score to life, with a clear commitment to getting the details right. She didn’t just support the process; she helped shape the direction with thoughtfulness and collaboration. She integrated seamlessly with our team, helping us make smarter decisions, sharpen the experience, and elevate the work throughout.

Thrift Score is stronger because of her contributions.’

Tim McCracken – SVP, Group Creative Director at BarkleyOKRP

Assignment: The Salvation Army

Creative Strategy: Annemieke van Leeuwen

Assignment Agency: Barkley OKRP

Game Developer: The Gang

Awards: D&AD – Wood Pencil / Gaming & Virtual Worlds / Brand Integration

The Salvation Army’s Thrift Store on Roblox

The Project

The Work

Appreciation

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