There was a time when the only activities vying for a boy's time were baseball and scouting. That's no longer the case. With boys and their parents trying to make the best of their time together, The Boy Scouts of America needed a national recruitment campaign that not only positioned scouting as a great experience but the best way to equip a boy for the future.

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Collaboration: Ben Bohling / Tom Hudder / Tim Kemple Director / Nate Luke Photographer