girl scouts of the usa
“Think Outside the Cookie Box” Girl Scout Cookie Season
Digital, Print and Social Media Marketing Campaign
Cross-channel marketing campaign for the 2020 Girl Scout Cookie season.
Ditching the long-held practice of simply announcing the arrival of cookie season in its annual marketing push, this year’s campaign messaging focused on the amazing, non-financial and future defining aspects of the act of selling Girl Scout cookies. From full-scale outdoor ad banners to on-line ads and social posts, the conversation was about excitement, girl empowerment, and building entrepreneurial savvy, not just making money.
To reinforce the “out-of-the-box” thinking concept, the campaign featured stunning beauty imagery of some of the world’s favorite Girl Scout cookie varieties, sans their iconic color-coded cookie boxes, coupled with witty and inspirational quotes and Girl Scout Research Institute (GSRI) statistical points.
Project Type: OOH | Print Advertising | Social | Display Media
Firm: Girl Scouts of the USA
New York, NY
Client: Girl Scouts of the USA
New York, NY
Wil Gray: Creative Direction | Creative Messaging | Art Direction
Senior Director: Jill Fiore
OOH and Print Advertisements
Social Media (paid & owned) and Paid Media Display Ads