Miss America: Scholarships
project name

Miss America: Scholarships

Client: Miss America Agency: Young & Rubicam Creative


Client: Miss America
Agency: Young & Rubicam
Creative Director: Benjamin Potter (CLICKON Studios)
Directors: Cody Ball + Benjamin Potter
Executive Producer: Brooke Goldstein

In June 2018, Miss America announced major changes, including the elimination of the swimsuit portion of the competition, while appointing Y&R for its rebranding effort. Titled Miss America 2.0, the new campaign wants everyone to know that it is a competition, not a pageant. And it never had anything to do with Donald Trump. Gretchen Carlson, who serves as Chair of the brand’s Board of Trustees, said in a statement that it would “represent a new generation of female leaders focused on scholarship, social impact, talent and empowerment.”