The new 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.
A common message links all the motifs together: ‘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!’