The Boy Scouts membership was down. In the past, their materials were lacking consistency and an overarching brand voice. It was time for a recruitment campaign that shook things up and delivered results.
We compiled research that gave us one overwhelming insight: The kids loved being outside. They were in it for the camping, climbing, shooting, fishing and swimming. We took that insight and ran with it.
Capitalizing on our previous "beard campaign," we took the Be One With the Wild campaign to the next level. Covered in the outdoors, and a critter or two (or four...), we find our scouts as proud as ever to be a part of this community.
The result was an 11% lift in recruiting for the Atlanta Area Council. For us? Well, the body of work earned 13 Addy Awards, a Bronze Effie and a coveted spot in Communication Arts Photography Annual.
Role: Art Director
Agency: Ogilvy