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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

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