The Army offers plenty of simple, relatable perks. We sought to enlighten prospects to these, humanizing the Army along the way. This campaign was a Jay Chiat Award winner and Effies finalist.
Research revealed the Army needed to be more relatable to a diverse generation. So we told the origin stories of five real Soldiers, showing they come from all walks of life. The effort was deemed “woke” by right-wing media, sparking an international debate. It also drove consideration through the roof and results well past goals, earning 8 billion impressions on a $1.3 million media spend.
With Youtube as the campaign hub, we made sure all touchpoints were cohesive:
The Army wanted to show they’re not just grunts with guns by celebrating their range of roles. We developed 400+ assets across agency partners, resulting in a 2,600% increase in recruitment contacts driven by marketing efforts.
As part of the campaign, we created a twelve episode social series, featuring a different Army role each week:
Selections from a poster series that appeared in recruiting centers:
