The Army offers tangible benefits that support Soldiers’ 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.
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.
