The Army offers Soldiers countless tangible benefits that support their lives outside the Army. We sought to enlighten prospects to these perks, 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 recruitment numbers well past their goals.

CASE STUDY:

The Army wanted to show they're not just grunts with guns by celebrating their range of roles. We developed 400+ assets across multiple agency partners. The campaign resulted in a 2,600% increase in recruitment contracts tied to marketing efforts. 

Broadcast & OLV:

The campaign included a weekly, twelve-part social series, filmed by the Soldiers themselves, featuring a different Soldier role each week:

Recruiting office posters:

Outdoor board:

I helped run the Army's Covid-19 response work. I'm incredibly proud to have been a part of this, but once was enough, for obvious reasons. The work below was rapidly developed to fill a huge number of media spaces. OLVs, social posts, banners...

For :06 videos, these performed nicely. Here are the Facebook stats on the above execution: