GIRL SCOUTS OF AMERICA Design & Branding WORLD'S STRONGEST GIRL by Leo Burnett Chicago

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WORLD'S STRONGEST GIRL

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Industry Charities, Foundations, Volunteers
Media Design & Branding
Market United States
Agency Leo Burnett Chicago
Executive Creative Director Jon Wyville, Dave Loew
Art Director Chris Von Ende
Copywriter Mike Ward
Illustrator Daniel Chang, Farley Bookout, Anthony Freda
Released December 2010

Credits & Description

Category: Posters
Advertiser: GIRL SCOUTS OF AMERICA
Product/Service: GIRL SCOUTS
Agency: LEO BURNETT CHICAGO
Date of First Appearance: Dec 2 2010
Entrant Company: LEO BURNETT CHICAGO, USA
Chief Creative Officer: Susan Credle (Leo Burnett Chicago)
Executive Creative Director: Dave Loew (Leo Burnett Chicago)
Executive Creative Director: Jon Wyville (Leo Burnett Chicago)
Copywriter: Mike Ward (Leo Burnett Chicago)
Art Director: Chris von Ende (Leo Burnett Chicago)
Illustrator: Daniel Chang
Illustrator: Farley Bookout
Illustrator: Anthony Freda
Agency Producer: Laurie Gustafson (Leo Burnett Chicago)
Account Executive: Julie Glick (Leo Burnett Chicago)
Account Executive: Jane Radosevich (Leo Burnett Chicago)
Media placement: Posters - Internal Distribution And Event Posting - 2 December 2010

Describe the brief from the client
Promote the World’s Strongest Girl website (which we created) and complement the inspired stories shared on it – stories of strength and character written by actual Girl Scouts.

Describe the challenges and key objectives
The Girl Scouts have a wonderful mission: to build girls of courage, confidence, and character, who make the world a better place. But they needed to update their image and do a better job appealing to 7 to 12 year-old girls.

Describe how you arrived at the final design

The exaggerated imagery and copy (inspired by carnival strong man posters) seeks to engage and inspire these girls – to put them on a pedestal and show them that anything is possible. The posters are part of a larger Girl Scouts integrated campaign that includes the website, radio, online advertising and a physical “Worlds Strongest Girl” book of stories.

Give some indication of how successful the outcome was in the market

Thousands of girls were inspired to share their individual stories of strength with the world on worldsstrongestgirl.org.