My goal is to exceed market expectations, which happened for Girls Scouts with its largest fundraiser in history. I also increased Black viewership with a talk show for Time Warner focused on helping their community. For Miss America, it was turning a brand with a negative perceptive, into an inspiration for girls.
Girl Scouts: TOGETHERTHERE
ToGetHerThere.org was the largest fundraising campaign in Girl Scouts history and the largest advocacy campaign dedicated to girls’ leadership in our nation's history. Their goal was to reach $1 billion in 10 years. In less than 5 years, they hit the 55% mark. We got their message out through OOH, digital, print, and social.
By eighth grade, only half as many girls as boys are interested in math, science, and engineering careers. If each of us gives a girl our time and support today, she can find the courage, confidence, and character she'll need to build a better tomorrow.
The message of this ad focused on the fact that in the last 30 years, there has only been a 1% increase of women in the U.S. Congress.
Of the 18,000 police chiefs in America, only about 300 are women. We need to change that.
Fundraisers were a driving force to grow advocacy.
Only 3.2% of CEOs of publicly traded companies are women.
Live events with guest speakers helped to organize and motivate people to take action.
Time Warner:
Born to Shine
Time Warner wanted to not only be profitable, but also socially responsible, creating a deeper connection with its Black audience. My team and I wanted to not just create greater inclusion, but develop more pathways to opportunities. When the idea of a talk show surfaced, we didn't want to do a typical talk show. “Born to Shine” became a platform for established Black Americans in the entertainment industry giving tips and inside info on how to break into these fields. The 8-episode series streamed on-demand.
:30 TV Promo. Broadcast spot promoted our contest to find the next talk show host star(s). Auditions were held in 4 cities–New York, LA, Dallas and Charlotte. You could also upload audition videos via Facebook.
Born To Shine Trailer Time Warner. Promo trailer marketing the series. Guests included: Ne-Yo, Mekhi Phifer, Tatyana Ali, Stephen A. Smith, Kim Fields, Steve Stout, Robert Townsend, to name a few. We also gave rising artists their first break.
The show and its opening intro, were filmed in Harlem at Metropolis Studios. We wanted the opening to show its roots, while also introducing the 4 winning hosts.
Case study video showing how the show evolved from the community.
Alternate concept not selected by client.
Miss America:
There she is...
The assignment was to change the perception of an old-fashioned brand and make it relevant again to girls and young women. The two negative associations: 1: Beauty pageant perception 2: Cheesy song, ”There she is…..Miss America!” What we discovered was that these contestants were incredibly accomplished – doctors, lawyers, engineers, entrepreneurs. When we changed the “is” to another word, we had something:
There she gives, there she creates, there she flies, etc...
OOH was an important component of changing the narrative.
The client's goal was to get their brand into stores, like Macy’s. This was a concept rendering.
Digital ads and print helped to drive the message. This ad focused on how much the contestants give back to society.
Social targeted Gen Z and Millennials.
Changing the brands perception meant changing their style. Fashion+brand message=success.
Package design for a new fragrance.
This “person on the street“ video helped with our research and selling in our idea.
Andrew Dalsass © 2025 — New York, NY