Army National Guard
As a member of the Team DDB Integrated Agency Team (IAT), delivered strategic and tactical marketing support for all 54 U.S. States and Territories, encompassing marketing planning, media placement, name/image/likeness (NIL) initiatives, event and sports partnerships, rebranding efforts, public relations, and campaign development. This “Total Army” portfolio required collaboration with hundreds of agency partners and senior Army leadership, leading large cross-functional teams to steward one of America’s most enduring and respected brands.
Campaign Launch
Featuring real Soldiers on real missions, “Uncommon Is Calling” highlights the extraordinary experiences of those who serve part-time in the Army National Guard. The campaign shines a light on the dual roles of Guard members, who serve as both everyday civilians and essential responders during national emergencies.
Striking black-and-white films were created to connect with Gen Z by portraying the real, relatable lives of part-time Soldiers. Many of these individuals are students, baristas, coders, and creatives who also step in to protect and serve during moments of crisis.
While fulfilling these responsibilities, National Guard Soldiers can also pursue careers in aviation, healthcare, law enforcement, engineering, and other fields. The campaign speaks directly to Gen Z’s desire for purpose, flexibility, and a meaningful path that breaks from the conventional.
Jay Chiat Awards: Silver - National/Multinational Strategy
Mixed Reality
With recruiting challenges at an all-time high and many young people unaware of the Army National Guard’s central role in disaster response, Team DDB and its experiential agency, TMA, launched Disasterville: a new mixed-reality experience designed to change perceptions and close the awareness gap.
Disasterville transforms high school gyms into full-scale simulated disaster zones using advanced mixed-reality technology typically found at high-end amusement parks. The activation places students at the centre of simulated Guard missions like flood rescues, firefighting, and earthquake relief, giving them the opportunity to experience the Guard’s work first hand instead of just hearing about it.
Mission Day
Where it all started - “Mission Day” was the Army National Guards first nationwide touring asset. An experience designed to give high school students a unique insight into military service through interactive experiences in tactical operations, hazmat cleanup, night vision casualty evacuations, virtual reality firefighting and CPR, and more.
The success of Mission Day paved the way towards further development of interactive assets and programs in support of recruiting efforts across the country.
Effies: Gold - Experiential Marketing Live