About a year ago we were given a challenge that was as exciting as it was significant. We were asked to revamp the story of one of the oldest brands associated with being Israeli –The Scouts.
How do you create a strategy and a visual refresh for a symbol that evokes so many emotions, that touches almost every person, almost every child in the country, a nest where future generations are grown and nurtured, values shaped, and life skills acquired? With a sparkle in our eyes, and having teamed up with Libi Katz Bar, the talented strategist, we set off.
Together, Scouts and Shakers, we adapted the story and the visuals to the world of today, but made sure we did not lose any of the authenticity, tradition and legendary values. The strategic solution rose from nostalgia for our childhood. Those who grew up in the movement know that –Once a Scout, always a Scout. It’s a way of life, for life. This strategic positioning gave birth to the movement's new tagline: “Scouts for Life.” Values that remain with us. Experiences, memories and stories that define us and become a part of us.
The concept develops further in a versatile manner – from Scouts to values, experiences, relationships, including a gif that changes fonts, colors, sizes – and appeals to the entire target audience through a multigenerational message.
