united states army
BE AL YOU CAN BE - FIRST STEPS
client
UNITED STATES ARMY
DDB CHICAGO
MJZ
DDB CHICAGO
MJZ
The Brief
The Army was to struggling to hit its recruiting goals amid what they called the “most challenging recruitment environment in years.”
Knowing that the military will be made up of gen z-ers over the course of the next 20 years, Team DDB prepared for that reality with the revitalization of the most iconic advertising taglines 'Be All You Can Be’.
This reincarnation takes the form of a series of new films, and accompanying stills, that aim to offer American youth an unfiltered look at the lives of today's soldiers. The narrative illustrates the possibilities of US Army service for gen z by aligning to specific attributes that research has suggested they want to see in their careers: meaning ('First Patch'), skills ('First Target'), and belonging ('First Arrival').
Knowing that the military will be made up of gen z-ers over the course of the next 20 years, Team DDB prepared for that reality with the revitalization of the most iconic advertising taglines 'Be All You Can Be’.
This reincarnation takes the form of a series of new films, and accompanying stills, that aim to offer American youth an unfiltered look at the lives of today's soldiers. The narrative illustrates the possibilities of US Army service for gen z by aligning to specific attributes that research has suggested they want to see in their careers: meaning ('First Patch'), skills ('First Target'), and belonging ('First Arrival').
The Ask
To speak to Gen-Z it was imperative to work with non-actors, capture real-life moments. Strategically, the narrative and visuals require authenticity — no sugar-coating the messaging.
The Army’s research indicated that relatability, knowledge, culture, and trust were important to Gen-Z, and finding storytellers that can hit these marks were important.
Enter Michael Christopher Brown, a conflict photographer who has earned the badge of military camaraderie and trust on the front lines including having been kidnapped at gunpoint in Libya. MCB, was the perfect blend of military knowledge, trust, and photographic craft to capture the real-life moments that Gen-Z so desires.
The Army’s research indicated that relatability, knowledge, culture, and trust were important to Gen-Z, and finding storytellers that can hit these marks were important.
Enter Michael Christopher Brown, a conflict photographer who has earned the badge of military camaraderie and trust on the front lines including having been kidnapped at gunpoint in Libya. MCB, was the perfect blend of military knowledge, trust, and photographic craft to capture the real-life moments that Gen-Z so desires.
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