When pitching to Girlguiding UK, we didn’t just want to start campfires,
we wanted to start a movement.

We put forward an idea to counter the negative gender stereotypes that AI is spreading, by empowering young girls to dream, all while showing that Girlguiding provides safe spaces for them to learn,
grow and become themselves.

With big thanks to media partners who donated their OOH spaces, we had
billboards popping up in Glasgow, Manchester, Norwich and London.