The Challenge
Due to a general lack of awareness—and very little trust in or preference towards—the Army National Guard brand, we needed a new campaign to differentiate this organization from other Army ways to serve. Because of this lack of awareness, we would need both a powerful idea and a distinctive execution that captured Gen Z’s attention and imagination, breaking through the military recruitment “sea of sameness.”
The Solution
Our fully integrated campaign weaved culture with service, repositioning the Army National Guard as a local, life-changing opportunity. The result? We gained more than our target 112,000 leads and a refreshed brand identity that resonated with Gen Z across every channel.
