Campaign details

Brand: U.S. Air Force
Advertiser: U.S. Air Force
Lead agency: GSD&M

Effie awards category context

Reliance on Special Operators in the U.S. military is at an all-time high. Outspent and "out-hyped" by the Navy SEALS, Air Force Special Operations careers have been largely off the radar of the adrenaline-seeking warriors the nation needs most.

Until now.

Fully immersive experiences put our audience in the middle of the action. Far from the "chair-force" stereotypes, this campaign challenged prospects to prove that they were really cut out for intense, heroic missions they had only imagined in video games.

With a 203% increase in Special Operators, this is example of not merely marketing effectiveness but crucial mission success.

State of the marketplace and brand's business