Freeya is an app designed to streamline the process of finding or donating free stuff. Its competitors are well-worn but clunky: donating to the Goodwill, or using Facebook and Craigslist. We needed to inspire our target audience (which is almost everyone!) to try a new way of purging the old and discovering the new.

CD/AD Afton Hakes and I created a campaign that is approachable and fundamentally fun, using a binary structure to convey both sides of Freeya’s utility, and the joy of participating in the circular economy. Using clever two-part headlines like GOODBYE, HELLO and photographs of idiosyncratic and plausibly-free objects, we showcased the incredible variety and charming specificity of the delightful things that show up on Freeya.

​Created with Afton Hakes.