Client: Marine Corps
Role: Creative Direction
Assignment: 360 integrated campaign aimed at minorities and women to join Marines as officers

Problem: The Marine Corps has a decades old stereotype of being viewed as dominantly white men who enroll as a way to protect their country. This pride drives them to serve, but to minorities this message doesn't resonate the same.

Solution: Launch a multimedia campaign aimed at encouraging more minorities and women to join as officers with a message that speaks to the idea of protecting someone you love. A parent. A neighbor. A son.

Idea: Fighting with a Purpose, was intended to reinforce the broader notion of service — helping others who are in need. It was developed based on the insight that for the diversity prospect audience in particular, the idea of service applies to helping those in need wherever they may be at home or abroad. The campaign consisting of television, print, digital and mobile to increase Marine Corps brand affinity and consideration of service.