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Posts tagged “Military

Theme of the Moment

Army National Guard Leadership Poster

Media: Print
Client: Army National Guard
Industry: Military
Published: Available Nationally

Comment: Campaigns are often built around themes and this ad, like the previous one, is part of a larger campaign focusing on the term “Moment.”


The Exception to the Rule

Army National Guard Kiosk Poster

Media: Print
Client: Army National Guard
Industry: Military
Published: Available Nationally

Comment: The rule is that posters are supposed to have limited text, kind of like a billboard. That is unless it’s a poster intended for bus kiosks and subway stations. A little extra text gives transit users something to read while they’re waiting for their ride to work or school.


Advertising Answers the Questions

Army National Guard B&W Ad

Media: Print Ads
Client: Army National Guard
Industry: Military
Published: Available Nationally

Comment: There are questions in all advertising, be they implied or implicit, my job as a copywriter is to answer them.


Watch Your Language

Army National Guard Online BannerArmy National Guard Online BannerArmy National Guard Online Banner

Media: Banner Ad
Client: Army National Guard
Industry: Military
Published: Online at MaxPreps.com

Comments:  A fly pattern is a route run by a wide receiver in football. The Give and Go is a play run in basketball. The slam dunk, clearly, is the spectacular feat that takes you to the hoop. These banners (which were originally animated, but aren’t supported here) were used during their respective seasons (football, basketball) on a Web site that caters to high school athletes and their supporters (www.MaxPreps.com). Using language that the players would immediately identify with their sport creates a positive association between the Guard and the high school student athletes that are prime candidates to become recruits.


Doing Good Is its Own Reward

Army National Guard Billboard

Media: Billboard
Client: Army National Guard
Industry: Military
Published: On Spec

Comment:  At first glance this might appear to be a massive editorial and proofing faux pas. Shouldn’t that be “You’ll Do Well?” Actually, no. Not if you consider good as a noun rather than an adjective. And that’s exactly what the Soldiers of the Army National Guard do: good deeds for the community, the nation, and yourself.


Tell them what they want, what they really, really want …

Army National Guard Command Respect Billboard

Media: Billboard
Client: Army National Guard
Industry: Military
Published: Available Nationally

Comment: Billboards sometimes become a challenge because some clients want to pack as much information as humanly possible into the space allotted. And billboards are pretty big spaces. That wasn’t a problem with this one. All it took was two words to convey to our 18-24 year old target demographic that the Guard was all they needed to get the respect they so clearly deserve.


Get a Fair Trade

National Security Agency Print Ad Trade Your Tags

Media: Print
Client: National Security Agency
Industry: Government
Published: On Spec

Comment: One of the great benefits to joining the National Security Agency (NSA) straight out of the military is the ability to transfer accrued benefits. But due to NSA’s highly selective hiring process, they’re not looking for just any soldier, sailor, Marine or airman. They’re looking for the most intelligent soldiers with an incredibly specific skill set. So with this ad we wanted to prequalify people while sending a compelling recruitment message. This ad was incredibly focused. Not only did it target the audience, it targeted the specialty. First, only those who knew Arabic could read the headline (Translation: “Trade Your Tags for a Badge”), and second, only those with military experience would intuitively understand the message (dog tags for the ID badge).