America had grown out of touch with its Army.
We reacquainted them.
In 2024, only 23% of young adults were mentally and physically qualified to serve. That–in combination with Gen Z’s rising disinterest in the military—spelled trouble for recruitment.
“We not only met our recruiting goal, we exceeded it. Our goal was 55,000 new contracts and 5,000 young people in our delayed entry program. We exceeded that goal of 55,000 by a few hundred, and we put 11,000 young people into the delayed entry program, which is going to give our recruiters a really strong jumping-off point to start towards our recruiting target for next year.”
AGENCY: DDB, Chicago
EXECUTIVE CREATIVE DIRECTOR: John Carstens
CREATIVE DIRECTOR, COPY: Bart Culberson
CREATIVE DIRECTOR, ART: Angela Paris
ASSOCIATE CREATIVE DIRECTOR: Ryan Carter
SENIOR COPYWRITER: Slade Stone
SENIOR ART DIRECTOR: Joseph Nemec
PRODUCTION COMPANY: MSZ
DIRECTOR: Rupert Sanders
PHOTOGRAPHER: Christaan Felber