Boy Scouts of America

The Boy Scouts of America weren’t just facing a dip in membership—they were battling irrelevance. Kids were glued to screens, and the wild was losing to Wi-Fi. We needed to remind young people (and their parents) that scouting isn’t just an activity—it’s an identity. It’s about grit, self-reliance, and a connection to the untamed world.

ENTER "BE ONE WITH THE WILD."

A campaign built on a simple, primal truth: the wilderness leaves its mark on you. And the best way to show that? Give young scouts something unmistakable—beards. Big, wild, adventure-earned beards.

EXECUTION

The campaign leaned into bold, surreal visuals: fresh-faced young scouts with thick, burly beards, staring straight into the lens like modern-day pioneers. The message? Spend enough time in the wild, and it changes you.

This wasn’t about nostalgia or selling merit badges. It was about making scouting feel epic again. Posters carried the bearded scouts into schools where the next generation of adventurers was waiting—sparking a frenzy of conversation online.

THE RESPONSE?

Immediate. The campaign sparked conversation, curiosity, and—most importantly—new interest in scouting. It reminded parents of the character-building power of the outdoors and made kids rethink what it meant to be a scout. Membership numbers skyrocketed, recruiting could hardly keep up with demand, engagement rose, inquiries increased, and scouting had a fresh dose of cultural relevance.

“Be One With The Wild” didn’t just sell scouting. It made it feel like something worth belonging to. And in a world where real adventure is harder to find, that’s a win.