JWT Atlanta Appeals to Patriots with Action-packed US Marine Corps Campaign
The United States Marine Corps has launched its new recruitment advertising campaign titled, Home of the Brave. The integrated campaign from J. Walter Thompson’s Atlanta office showcases a vibrant, diverse tapestry of today’s America and what makes it worth serving.
“Our goal with this campaign was to translate traditional Marine Corps values and ethos to new a generation of Americans,” said Perry Fair, President and Chief Creative Officer of J. Walter Thompson Atlanta. “We want young people to understand the Marine Corps’ cause is the country itself, so we depicted a country youth relate to and are inspired by.”
At a time of division and conflicting views of what it means to be an American, Home of the Brave emphasizes that the Marine Corps’ view of America is inclusive and that Americans are united in a common cause.
“The new work is the culmination of extensive research into today’s youth market, which underscored the importance of reflecting a more contemporary view of the country,” said Sean McNeeley, Group Account Director, J. Walter Thompson Atlanta. “Young people from all walks of life see America differently, but its enduring values anchor them in their call to serve it.”
The team delivered the message by modernizing traditional symbols of patriotism, reinforcing that the Marine Corps defends the ideals that make Americans proud—such as freedom and multiculturalism—and making a direct connection between the Corps and events in our nation’s history where social progress was made.
“America has always relied on the brave few in society to advance,” said Tom Wilson, Creative Director, J. Walter Thompson Atlanta. “Home of the Brave” depicts how the Marine Corps proudly embodies that spirit in no small part because its ranks are filled from those in our country who are ready to make a difference.”
Additional campaign elements involve digital and social media updates, including exclusive content for the highly acclaimed Marines.com and award winning YouTube Channel.
Creative Agency: JWT Atlanta
Creative Director: Tom Wilson
Category: Corporate and social , Forces
Genre: Action , People , Storytelling