White hats wanted

The number of cyberattacks against the United States has risen 1300% in the past 10 years. To defend American energy grids, nuclear facilities and other infrastructure from a new kind of enemy, the U.S. Army needs a new kind of recruit: the very few Americans with elite hacking skills. To do that, we played on the desire of those in the hacking community to prove their prowess.

Hidden in a seemingly normal TV commercial was a coded message that only the people we wanted to engage with could recognize. Those who did were challenged to hack our site and prove they have the goods.

The effort drew more than 700,000 hacking attempts in the first 3 months, and was tough enough to weed out the 99% who lack the necessary skills. Of those who were successful, 30% contacted U.S. Army Cyber Command directly; a conversion rate 15x the Army’s Average.

real footage campaign

The best to convey life as a U.S Army Soldier might be to let Soldiers tell it themselves. In the following campaign, we scoured the web to find Soldiers’ social media posts that could help us share what life is like in the U.S Army.

$40,ooo Bonus spots

i became a soldier

The following recruitment campaign was aimed at college graduates. The goal was to create something heartfelt while showing professional opportunities available in the Army. The film even inspired active and retired soldiers to proudly display “I became a soldier” signs on social media.

Tunnel Campaign

The following campaign, shot by Peter Berg, features a team preparing to storm the field. We soon discover that this is no ordinary team. It’s a squad of U.S. Army soldiers and this is the most important team they'll ever be a part of.