U.S. ARMY | Army Strong

THE BACKGROUND
Prospects had limited understanding of what soldiers were, what they did, and how beneficial it could be to them long-term. A lot of this came from an assumption that soldiers are all the same and do the same things. So unless you wanted to simply pick up a gun and defend America, the Army wasn’t for you.

THE CHALLENGE
Redefine the way people view Army soldiers, so they could envision the fullness of service opportunities.

THE “A-HA”
The U.S. Army was one of the largest single employers in the country with the widest variety of roles and skillsets in one organization. We had to illuminate both the breadth of experience and skills gained from service.

THE INSIGHT
The uniform doesn’t symbolize uniformity. It symbolizes strength in every form.

THE IDEA
Show people the deeper meaning, experiences, and skills that are gained by becoming a U.S. Army soldier.