U.S. Department of Defense Case Study

Real Lives, Real Stories

This case study highlights an integrated brand campaign for the U.S. Department of Defense, targeting the “probably not” youth through mass and niche media channels and key influencers: parents and guidance counselors.

Using rich, emotionally-driven storytelling, we show the real and fulfilling lives of servicemen and women that shake up the tired tropes and clichés of military service, while inspiring them to think about what they really want from life and what opportunities exist to achieve it.

Shaking up the tired tropes and clichés of military service.