30% of Gen Z thought most Army jobs were combat roles;
49% believed their life would be worse off by enlisting.
In an Army first, we put perks over patriotism.
By focusing on benefits like pension plans, parental leave, home-buying, and paid vacation, the Army became an employer Gen Z could relate to.
↑ 45% Brand Relatability
↑ 732% Website Visits
↑ 72% Lead Generation
“The Army has what Gen Z is looking for in an employer—they just don’t know it yet. ‘Know Your Army’ plays an important role in shifting this narrative by educating young people about the incredible range of benefits making it possible for today’s one million Soldiers to thrive at work and at home.”
AGENCY: DDB, Chicago
CHIEF CREATIVE OFFICER: John Carstens
CREATIVE DIRECTOR, COPY: Scott Muska
ASSOCIATE CREATIVE DIRECTOR, ART: Ryan Carter
SENIOR ART DIRECTOR: Joseph Nemec
SENIOR COPYWRITER: Slade Stone
ACCOUNT LEAD: Lindsey Mohlman
ACCOUNT EXECUTIVE: Reese Yale
SENIOR PRODUCER: Susan Cartland