Campaign details
Brand: US ArmyBrand owner: Government of USAEntrant company: McCann New YorkMarket: North AmericaSector: Military & emergency servicesMedia channels: Direct marketing, Email marketing, Online display, Online video, Search marketing, Social media, Virtual &augmented realityBudget: 5 - 10 million
Executive summary
When the U.S. Army missed its recruitment goals for the first time in over a decade, we thought it was a perfect storm of cultural forces inflating misperceptions. But our problem was much deeper. We had a trust issue with a generation that doesn't believe anything...