U.S. ARMY
What’s Your Warrior?
Gen Z perceived the Army as just grunts with guns. So we celebrated the range of opportunities on the team. This multi-channel campaign included 400+ assets working as one to invite recruits to choose a hero they envisioned becoming. Recruitments attributable to marketing skyrocketed 2,600%.
We made a twelve episode IG reels series, each detailing a different role.
The Calling
Research showed 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 10+ million YouTube views, 1,800+ earned media placements, and 8 billion impressions on a $1.3 million media spend.
FEATURED IN: New York Times, The Washington Post, Daily Mail, The Guardian, The Independent, Forbes, Newsweek, Vanity Fair, National Review, USA Today, NBC, ABC, CBS, MSNBC, Fox News…
Note: Due to the politicized reactions to the work, the Army forbade us from entering it into award shows.
With Youtube as the campaign hub, we kept all touchpoints cohesive:
Know Your Army
50% of Gen Z believed their life would be worse off in the Army. We needed to let them know the Army offers tangible benefits. So we shifted from patriotism to a more practical tone, one the Army had never leaned into before.
Brand Relatability +45%, Website Visits +732%, Lead Gen +72%
RECOGNITION:
Jay Chiat awards, silver
Effies, finalist
CAPITAL ONE
JEEP
ALLSTATE
LAS VEGAS
LA QUINTA
MCDONALD'S
BLUE MOON
DEEP CUTS
MORE SOCIAL
WRITING
AI FUN
STATE FARM
HERSHEY
ARMY