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Rob Petrovich

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U.S. Army

Assignment:
After more than 20 years of “Be All You Can Be,” we were asked to rebrand the U.S. Army so it would better connect with potential recruits.

Primary Audience:
Young adults (Ages 18-24).

Strategy:
The entire campaign can be summed up in one word: Empowerment.

Results:
After three straight years of not meeting recruitment goals, the Army of One campaign succeeded in recruiting 80,000 new soldiers three years in a row.

Awards:
Gold Effie.