United States Department of Veteran Affairs
We were approached to re-brand and re-engage millions of US Military Veterans who had returned from deployment but were not using the VA benefits. We created a national broadcast campaign that drove to a website we created. The idea was to inspire our vets, by using other vets to inspire them to log on and file for benefits. They way we did this was to create an emotional connection through a universal truth that all vets experience upon return: the First Thing they did upon setting foot on American Soil. We asked them to make their Second Thing signing up for benefits.
The Program.
Our Broadcast platform consisted of multiple :60, :30 and :15 executions. All based on real veterans' real stories. Re-created with meticulous attention to detail including real-life family members, homes and situations.
The Anthem.
The Letter.
The Catch.
The Swim.
