Scouts of America
In 2017, Boy Scouts of America announced its decision to strip gender restrictions on membership to their organization. To leverage this momentous occasion, we designed a campaign redefining the physical attributes it takes to be a Scout (notably: no penis required).
What It Takes
With Scouts, we un-gender nature, and give everyone the skills they need to conquer it.
full-spread ads designed to be placed in parenting and home magazines
video spots addressing three different age groups of girls