US Army – Straight From Iraq
MRM Worldwide, New York
INTRODUCTION
How should a brand facilitate a natural and open dialogue with its target audience? What about when that conversation involves the threat of relocation to a war zone and the risk of being wounded or killed in combat?
These are questions that the U.S. Army and MRM Worldwide were left asking themselves in early 2008. The unpopularity of the Iraq War had reached all-time highs and the trust factor between prospective recruits and Army recruiters was at a low. The Army needed a fresh approach to bridge this gap...