Fast Company asked several of the most creative ad agencies in the world to rebrand baby girls. Their mock campaigns recast girls as the No. 1 choice for consumers from China to the U.S.
TARGET DEMO: U.S. MALES
The Ad Folks:
For our challenge, the competition between the two offices of Cramer-Kasselt pitted two of their creative teams in two different offices—Milwaukee and Chicago—to compete for the top ad spot. The Chicago office’s “Hope It’s A Girl” campaign made it into the magazine but their second runner-up, “Don’t Diss Daughters” was too good to leave on the cutting room floor.
Their Campaign Strategy:
The message is a humorous reality check: your future little girl doesn’t get to choose you either. A fully-function website, www.dontdissdaughters.com, helps drive the point home: before you go dissing girls, take a good look at yourself as a future dad.