Girl Scouts of Northern California

The Girl Scouts had a problem. They were too ‘nice’.

The Northern California chapter needed to change their image to reflect who they are in today’s world. And in true non-profit form, they had zero budget. The creative had to be good enough to get a director and photographer to sign on pro bono. And cool enough to get girls to sign up in spite of those uniforms.

AD: Traci Shiro