Strategy | Creative Direction | Marketing
Girl Guides | Cookie Challenge
On March 13, 2020, due to COVID-19, Girl Guides was faced with selling 308,000 cases of fundraising cookies. Because of social distancing their girls were not able to sell these cookies door-to-door. We decided to pitch all major essential service retailers in Canada and were able to onboard 20 retailers including Sobeys and Loblaws. For the first time in Girl Guides history these iconic cookies were sold in retail locations from coast to coast.
​
In just 8 weeks, we reinvented Girl Guides
cookie distribution model, moved all but 40,000 cases of cookies and fostered over 90 partner relationships along the way.
Testimonial from
Girl Guides
Nuala – I do not say this lightly when I say that today you may have literally (single-handedly) saved
Girl Guides of Canada by securing the revenue from Sobeys. You are amazing…and we are incredibly appreciative, especially for the 75,000 girls who will have an organization to come back to. An ENORMOUS hug to you!
​
- Jill Zelmanovits | CEO, Girl Guides of Canada
Girl Guides | Branding
Girl Guides of Canada, an iconic brand, needed to reposition itself and create brand relevance within Canada’s diverse cultural landscape. The brand was in need of a total refresh. In just 8 months, working with photographer Natalia Dolan, known for the Girlfriend Project, we executed 8 photoshoots showcasing stunning images that reflect the true spirt of real members. The photos are fresh, contemporary, diverse and clearly define the Girl Guides brand identity in a library of close to 4,000 photographs to be used in all ads, social channels
and branded content.
Girl Guides | Branding
Girl Guides is her all-access pass to unlimited adventures and countless confidence-building moments. Guiding is where girls shine as they take the lead and explore new challenges. In order to amplify Girl Guides mission, to empower every girl to be 'Everything she wants to be', we created this series of impactful girl empowerment T-shirts called the 'Be Series'.