Girl Scouts
Girl Scouts unleashes the G.I.R.L. (Go-getter, Innovator, Risk-taker, Leader)™ in every girl, preparing her for a lifetime of leadership.
Strategic Insight: Girl Scouts is often simplified to just "cookies," overshadowing the mission of leadership.
The Setup: Reframe the organization as an incubator for future leaders. The strategy focuses on "the power of the girl," showing how the program builds the courage and confidence needed to navigate the modern world.
Agency Version
Client Version
Roles Played:
Creative Director
Cookie buyer (and eater)