experiential | DIGITAL | Content
Creative SPARK
The Army is typically perceived as a low skilled, slow-to-move, outdated organization. Finding next-generation officers is a challenge due to low public awareness and education about Army officership.
Creative IDEA
To reach this elusive audience we created a technologically driven, engaging way for prospects and influencers to learn about and discover why officershipin the Army is the right fit for future leaders.
The Decide to Lead asset, a 20’x20’ self-contained modular space, was designed to educate prospects through a series interactive stations—Battle of Wits, Deep Learning and Perception vs. Reality. Each station had an intended education point which starts with dispelling high level misperceptions and ultimately ended with a virtual reality experience that puts prospects and influencers in the boots of an Army officer.
Team: GCD – Jeff Gould; ACD/Copy Writer – Murphy O’Brien, Ken Earley; Art Director – Mike Vollman, Lindsey Hays