The Buntin Group Gives Girl Scouts a Cooler Image

Girl Scout campfires and cookie sales no longer appeal to a generation of teenagers weaned on a more active lifestyle.

That realization, coupled with reduced enrollments among middle- and high-school girls, triggered The Buntin Group’s radical new advertising campaign for the Girl Scout Council of Cumberland Valley.

Headlined “Join Troop 2002,” the Nashville, Tenn., shop’s television, print and interactive work is built around Japanimation-style visuals and throbbing electronica music.

Taglines like “Campfire songs: The remix” and “Be part of a girl band” make the point that scouting is not only wholesome, it’s hip.

“Girl Scout leadership has refined its curriculum to include exciting things like adventure sports and technology,” said John Varney, Buntin’s account supervisor on the pro-bono effort.