Kastner Goes to 'Boot Camp'

Kastner & Partners (K&P) is partnering with the advocacy group B~STEM Project and Tyra Banks' brand Tyra Beauty for the bCreative Advertising Boot Camp.

The bCreative program is an ongoing series produced in partnership with various companies to learn about creative careers. This collaboration marks the first advertising-specific boot camp rolled out by B~STEM Project.

During the three-day program, to be held August 7-9, up to 30 high school girls throughout the Greater Los Angeles area will compete on teams to create a new original ad campaign for the Tyra Beauty brand.

Their mission is to develop creative to attract Tyra Beauty’s target demo — women — as well as generate viral attention while maintaining "brand essence."

Their submissions will be judged by a panel of experts on original creative, digital, public relations and social-media elements. The winning original content will be used in a future campaign for Tyra Beauty.

More information about the bCreative Advertising Boot Camp is at www.bstemproject.org

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