Miss America 2.0

Miss Conceptions

“We are no longer a pageant. Miss America will represent a new generation of female leaders focused on scholarship, social impact, talent, and empowerment." - Gretchen Carlson

Y&R was challenged to lead creative and branding work for the organization as Miss America as they enter a new era of progressiveness, inclusiveness and female empowerment. Through these changes, we came to realize one unwavering truth: people still don't know who Miss America really is. The 'pageant girl' stereotype is hurting these intelligent, impactful women. We ran straight toward the problem, addressing the 'Miss Conceptions' head on. Say goodbye to the judgment and bikini competition, and meet Miss America 2.0.

Cannes Bronze Lion, PR
Cannes Shortlist, Glass 
Cannes Shortlist, Brand Experience + Activation

Watch the case study:

Miss Conceptions social/digital work:

Press: Adweek/Cannes, Adweek, MediaPost, The Drum

Agency: Y&R
CCO: Leslie Sims
ECD: Fern Cohen, Margot Owett
CW: Lindsay Dyer
AD: Caitlin Hickey
Executive Director of Integrated Production: Greg Lotus
Integrated Producer: Brit Hager
Executive Producer: Mathieu Shrontz
Director of Post Production: Amy Saunders
Executive Music Producer: Lauriana Zuluaga