Yes, this is a real campaign haha. It ran online around Mother’s Day in 2019. I really like the copy on the print ads, even if the art might have made them a bit confusing. But putting a twist on a negative stereotype like “She’s Just A Girl” and changing that into a positive one like “A Girl Can Steal The Show”, really felt true to the girls in the Girl Scouts. It also just happens to be something that I believe in, so that’s a HUGE plus.

The campaign was designed to bring awareness to the Gold Award, the highest honor in the Girl Scouts organization. We told the story of Ammna and how she created a community garden for a Muslim Women’s Shelter. The campaign started on Mother’s day, so we told the story through the eyes of Ammna’s mother.

I wrote the script for the spot and the copy on the print assets. I did not develop the brand platform.

My favorite thing: Love the print ads, even though the art might have made it tough to understand. I was really trying to be a smart boy there.

CREDITS

Copywriter: Anthon Chase Johnson

Art Director: Chandler Blocker

Executive Creative Director: Dylan Bernd

Producer: Brian Hayes

DP: Andre Betz

Director: David Register

Studio Photographer: Walker Corl