Cannes Lions

BOY SCOUT RECRUITING

MARTIN WILLIAMS, Minneapolis / BOY SCOUTS / 2012

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Overview

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It's always fun to decide how best to represent the Boy Scouts - and what is more iconic than the badges themselves? Our designer decided to use them to build the scout himself, representing the values, characteristics and the experiences that come with earning each badge, bringing to mould each boy.Originally, the portrait's use was to be the cover of the Boy Scouts annual report. But because of the unique way our designer was executing the cover, we did the companion "making of" YouTube video that showcased the two days it took to build the cover full scale - 19x14 FEET! Over 12,000 actual badges were applied to the giant grid to do the shoot "old school". The designer wanted to be sure the texture, color and artistry of the badges came through in the design...No CGI here!The BSA then used the video as a companion recruitment tool.

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