portfolio school: book180 2023
Copywriter x Conceptualization
the ask: Girl Scouts enrollment has decreased over the years, create an earned media campaign that drives interest in young girls and appeal to parents to enroll their daughters.
the idea: Did you know that nearly 75% of women in the Senate are former Girl Scouts? No? What about your favorite pop star or athlete?
Many badass women–athletes and actresses, entertainers and entrepreneurs–got their start as Girl Scouts. On March 12th, Girl Scouts’ birthday, we’re reminding the world, once a Girl Scout, always a Girl Scout.
National Girl Scouts Day 2023
The Academy Awards falls on the same night, so we’re kicking off in style. We’re partnering with one of our favorite alumni as she prepares to have the biggest night of her life.
the next day
Let’s keep the momentum rolling as everyone wakes up Monday morning to discover who else was a former Girl Scout.
year 2 and beyond
Why let all the celebrities have the fun? On their site, Girl Scout’s will allow for all former Girl Scouts to recreate their old uniform and join in on future March 12th celebrations.
ad: Macy Gonzalez
co-cw: Dylan Weir