A bold new brand repositioning campaign aimed to shift young people’s narrative about the Army as a career limiter. We want them to realize that the Army offers unlimited possibilities for their future career development.
Role: Associate Creative Director
Agency: Critical Mass
For a generation that knows the Army only by way of movies, games and 20 years of confusing news, Army service is not a relevant choice. Gen Z sees the Army as a limiter of future ambitions: at best a pit stop and at worst a treacherous detour. It is important that we flip the script.
Through separate landing page that provides us with the flexibility to be bold in our storytelling and be flexible with our design guidelines, we will reintroduce the Army to a new generation.
We aim to embolden youth to Be All You Can Be in a world that suggests they won’t. We must strike a chord with as generation while fanning the flame in each person’s heart.
The landing page offers an up close and personal look at soldiers taking their first steps towards becoming all they can be.
It’s an emotional, honest and empathetic approach that speaks to prospects on the precipice of the transition to adulthood.
By connecting the campaign to the website, we can focus on information that resonates with Gen Z prospects while connecting with influencers as they "listen in" to our conversation.