Boy Scouts of America Zcamp
Branded Experience + Integrated Ad Campaign
Zcamp is a program that I came up with in response to the One Show Young Ones Creative Brief from 2015: Kids and technology - is it a good thing, or a bad thing? The brief asked us to examine the IRL versus URL experiences of kids, take a position, and create something. I decided to partner with the Boy Scouts of America for my client and create a new IRL weekend camping experience where Boy Scouts (new and existing) learn essential survival and leadership skills in a fun, role-playing, Post-Zombie Apocalypse themed camping adventure!
Over the years, Boy Scout memberships have slowly declined around the US–0ver 27% since 1997. This new twist on their weekend camp experience will inspire new membership and create lasting memories, while also having fun and learning important survival skills. Boys (7-16) will earn badges in this camp by successfully achieving specific tasks like building a campsite, starting a fire, and learning about first aid. Fun specialty badges can also be earned for learning themed skills like surviving in nature and Zombie self-defense techniques. Nerf is a primary sponsor providing an arsenal of weapons to fight the Zombie hordes throughout the experience. Bass Pro Shops is the primary sponsor for camping gear and provides a network of stores across the country for promotional events.