creative design

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