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 original concept and ensuring the brand vision remained aligned with the expectations of Gen Z and Gen Alpha on Roblox. Additionally, I supported the influencer item concepts.
Assignment: The Salvation Army
Creative Strategy: Annemieke van Leeuwen
Assignment Agency: Barkley OKRP
Game Developer: The Gang