It’s all about options.
Have you ever asked a child what vegetable they want with dinner? Good luck with that. But if you ask them to choose between carrots, peas or corn, you’ve facilitated their decision-making through the power of choice.
Creative decision making isn’t that different. No matter what the assignment, there is almost never one “right” answer. Rather, there are multiple ways to go, and presenting options helps demonstrate the depth and breadth of your thinking, and the plethora of possibilities that exist.
Playful, meet inspirational.
The ask
Create a program ad for a Girl Scouts of Connecticut event honoring Aetna’s female CEO, who was already the recipient of numerous accolades and awards.
The approach
Juxtapose a compelling image with brief copy that expresses support for the Girl Scouts organization in a way that echoes their joyful, optimistic tone, and includes a subtle nod to their choice of our CEO as an inspiration to young girls everywhere.
Option 1
Identical headline and text paired with two different images. Copy expresses a free-spirited jubilance that works well with the tone of the photos.
Option 2
This headline was inspired by the last phrase of the body copy in Option 1. The text was tweaked to incorporate a bit of realism, which helps balance the self-assurance of the headline and image. In addition, “support the Girl Scouts” was replaced with “celebrate today’s honorees” to reflect the fact that more than one person was receiving an award.
Option 3
Headline with a quietly confident, almost defiant tone is paired with an image of a young woman who is old enough to actually be a Girl Scout or a troop leader (in case that was deemed to be essential. It wasn’t.) This option would have been my first choice, but writers aren’t usually decision makers :)
Option 4
This quieter, more thoughtful headline (and image) acknowledges the uncertainty and learning that are part of every young woman’s journey. The body copy matches that tone, replacing “leading us forward” to “seeking solutions.”
Option 5
The winnah! This ad featured a vivid, eye-catching image while striking the right balance between confidence and realism, with an inspirational headline juxtaposed with an acknowledgement of current and future challenges.