The Marine Corps / 2020 Campaign
The Marine Corps wanted to create a 360 campaign that connected with Gen Z (aka Zoomers). Through lots of trial and error, we found a way to really hit on the social isolation young adults are feeling and all the noise around them that distracts them from what’s real: true purpose.
Agency / Wunderman Thompson
To launch the campaign with a bang, we got rid of all the noise, archived all of the content on the Marines IG page for 24 hours and posted this.
The TV Spot
**I wasn't at WT+ during the ideation of this commercial, but our social concepts and some of the language from this spot was adopted from our social videos.
Social video 1
Social video 2
The Marine Corps / PSA OOH
The Marine Corps wanted OOH PSA boards that spoke to prospects and their parent/guardian. They also wanted to connect with their target about purpose and belonging in a way that wasn’t just a 7-word billboard. That’s why we designed an SEO inspired billboard, created to imitate a typical Google search. These billboards will not only invite potential prospects to engage and learn more but will also keep the Marines brand top of mind for those who aren’t familiar with choosing Marines as a purposeful path.
We utilized the functionality of SEO in each headline to drive our target to further explore their purpose and place in the Marines—making these billboards extremely measurable when it comes to increasing organic search.
AD / Thom Volarath Agency / Wunderman Thompson
