Y&R was challenged to lead creative and branding work for the organization as Miss America as they enter a new era of progressiveness, inclusiveness and female empowerment. Through these changes, we came to realize one unwavering truth: people still don't know who Miss America really is. The 'pageant girl' stereotype is hurting these intelligent, impactful women. We ran straight toward the problem, addressing the 'Miss Conceptions' head on. Say goodbye to the judgment and bikini competition, and meet Miss America 2.0.
- Project Roles
- Conceptual, Copywriting
- Commercials - Broadcast, Social Media Content
- Project Industries