Ready for a new world. With Scout.

Munich, 08. March 2021.

Starting school and life at school is an exciting time for children and parents alike. Scout, the traditional brand for school bags, wants to be at their side as a friend and helper and make sure they enjoy wonderful moments. This is where the new Saint Elmo’s campaign fits in, which is all about the emotional moments in the everyday life of young schoolgoers.

The campaign motifs show the anticipation, curiosity and enthusiasm of children starting school. The focus is on facial expressions as well as the body language of children who are enjoying a moment of discovery. To ensure an authentic portrayal of the situation, parents, teachers and classmates are recognisable in the motifs. The message of the picture stories: ‘Whether on the way to school, in the classroom or at home: with your new Scout, you’ll always have a best friend by your side. Get ready to discover a new world together!’ The photoshoot took place in Berlin with photographer Magnus Winter. 

The Scout campaign will be launched in January 2021 and will be showcased at the POS and digitally. The focus is on social media and digital ads. At the same time as the campaign launch, Scout will unveil its new look. Saint Elmo's developed a new typeface as well as a new colour and design language that give the brand an emotional charge and are intended to appeal to both children and their parents alike. Characteristics for which the Scout school bag has stood for the past 40 years are reflected in the new brand identity, namely lightness, colourfulness, ergonomics, safety and awareness of quality.

In addition to the emotionalisation, Saint Elmo's is also responsible for the increased digitalisation of the brand. This comprises media campaign management as well as the optimisation of all digital touchpoints, including the website. The omnichannel sales concept is also intended to enable a seamless connection between stationary retail and eCommerce platforms.

The collaboration between the Steinmann Group, which the Scout brand is part of, and Saint Elmo's began in September 2020 after the agency won the brand communication pitch.

‘The spark between us and Saint Elmo’s was immediate. The owner-managed and medium-sized agency not only shares the same ethos as the Steinmann Group, but was also hugely enthusiastic about us and our brand right from the start’, says Thomas Prechtel, CEO of the Steinmann Group, about the decision to opt for Saint Elmo’s as their communications partner. ‘We're looking forward to developing our brands further with the creative and digital expertise of the Saint Elmo's team’.

Arwed Berendts, CEO of Saint Elmo’s said: ‘It’s an honour to be asked to design the communication for such a well-known and traditional brand as Scout. We really enjoyed working on the campaign and it was a successful way to start our collaboration with Steinmann Group’.

Other brands in the Steinmann Group include Leonhard Heyden, Windrose, Golden Head, OXMOX, Slim6, Scouty, DerDieDas and 4YOU, which will also be managed by Saint Elmo's from 2021. The sister agency Mediateam 360° is responsible for the media segment.