To challenge stereotypes and highlight the Army's diverse career opportunities—of which combat roles make up just 3%—Team DDB launched its first and most successful campaign for the Army in decades. The effort produced over 400+ assets across agency partners and drove a 2,600% increase in recruitment contracts, proving the Army is far more than just "grunts with guns."
Case Study
Campaign Launch
To connect with 17-year-olds, we sampled Chicago’s “25 or 6 to 4”—a nod to the crate-digging culture of their favorite hip-hop producers. After fan demand surged online, we dropped a full-length remix with indie rapper vocals across major platforms like Spotify, Apple Music, Peloton, and more.
Spotlighting 12 of the most in-demand, mission-critical positions the Army needed to fill.
For 12 weeks, Soldiers took over the Army’s official social channels—each representing a different warrior role. Every week offered an inside look at Army life, straight from those who live it.
