Miss America 2.0 'Scholarships'
MISS AMERICA 2.0 & VMLY&R
The campaign, created by advertising agency Y&R and released as part of Miss America 2.0, gets directly at the stereotypes that have stuck to Miss America up until now: that it’s contestants are more about beauty than brains.
Miss America announced major changes, including the elimination of the swimsuit portion of the competition, while appointing Y&R for its rebranding effort. Titled Miss America 2.0, the new campaign wants everyone to know that it is a competition, not a pageant. And it never had anything to do with Donald Trump. Gretchen Carlson, who serves as Chair of the brand’s Board of Trustees, said in a statement that it would “represent a new generation of female leaders focused on scholarship, social impact, talent and empowerment.”
CLIENT: Miss America 2.0
AGENCY: Young & Rubicam NY
STUDIO: CLICKON Studios NY
CREATIVE DIRECTOR: Benjamin Potter
DIRECTOR: Cody Ball, Bruno Bolla