girl scouts of the usa
Food Network “Girl Scout Cookie Championship”
Show ID & Marketing Campaign
2020 multi-channel marketing campaign promoting the premiere of the “Girl Scout Cookie Championship” on Food Network, hosted by actress Alyson Hannigan.
Bakers were challenged to create masterpieces using Girl Scout cookies as both inspiration and the star ingredient. In keeping with this, scenes for social media placements featured environments created using images of official Girl Scout cookies.
Design direction for the social media components was specific for each of the 4 episodes in the series, inspired by the episode titles and unique themes of the episodes’ challenges.
Project Type: Identity | Paid Media | Social | Print
Firm: Girl Scouts of the USA
New York, NY
Client: Girl Scouts of the USA
New York, NY
Wil Gray: Art Direction | Creative Design | Program Identity | Display and Print Advertising | Social Media (paid and owned).
Senior Director: Jill Fiore
Episodic Social Media (paid & owned) and Paid Media Display Ads
Ep.1 Title: Galactic Transformations
Art Direction: galactic space, cookie planets
Five professional bakers transform iconic Girl Scout Cookies into dozens of cookie pops inspired by outer space. Then they head to the Liberty Science Center in Jersey City, N.J., to sell their creations to a crowd of hungry cookie lovers, including host Alyson Hannigan.
Judges: Nacho Aguirre, Paulette Goto and Katie Lee.
Ep. 2 Title: Glacier Tastes Like Thin Mints
Art Direction: outdoors, cookie flowers
Five professional bakers transform America’s favorite cookies into dessert treats inspired by a classic campfire snack: s’mores! The three bakers who wow the crowd and earn the most votes move on to create spectacular cakes inspired by the great outdoors using Girl Scout Cookies as the star ingredient.
Judges: Nacho Aguirre, Katie Lee and Samantha Seneviratne.
Ep. 3 Title: Choco-mania!
Art Direction: chocolate overload, highlight array of chocolate based Girl Scout cookies
Five professional bakers must create dozens of dessert treats using Girl Scout Cookies as the star ingredient and featuring an ornate chocolate decoration. Three bakers move on to create a two-tiered chocolate cake using Girl Scout Cookies as the star ingredient and incorporating a savory element.
Judges: Nacho Aguirre, Carla Hall and Katie Lee.
Ep. 4 Title: The Golden Gate Do-Si-Do
Art Direction: Pacific Coast, cookie beach
Girl Scout Cookies hit the road for a mouthwatering challenge in which five professional bakers must blend a salty road-trip snack with a classic Girl Scout Cookie and create dozens of desserts designed to impress a crowd of cookie lovers. Three bakers move on to create a cake inspired by one of America’s favorite landmarks.
Judges: Nacho Aguirre, Katie Lee and Zac Young.
Key art photoshoots with Alyson Hannigan, episode judges and special guest Girl Scouts took place at Food Network’s main recording studios at Chelsea Market in New York City.
Print, Paid Media, OOH
Paid Media Display Ads
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