“‘The Calling’ showcases how five Soldiers answered their call to selfless service,” said Command Sgt. Maj. Charles K. Masters II, sergeant major of Army Enterprise Marketing. “Soldiers across the Army stepped up to share their personal stories with America to breakdown the stereotypes associated with those who serve. Their inspiring stories highlight the diversity in the Army as we continue to be a Team made up of great people. One common thread you will see throughout this campaign is our Soldiers all believe in something bigger than themselves and strive to make a difference in the world." This animated anthology is a distinct departure from previous Army campaigns – both for its arresting visual approach and its intimate portrayal of the people behind the uniform. The Army chose to deviate from the traditional Army look and feel to give priority to the stories themselves and create the flexibility to explore unique visual approaches personal to each Soldier. Animation was a clear creative choice for the campaign because of its visual interest, narrative flexibility, and Gen Z appeal. “The Calling” employs an innovative approach to advertising that leans on longer-form storytelling to deliver its message and required an equally innovative distribution plan to ensure an environment where content would be best received. YouTube was selected as the streaming platform for “The Calling” for its appeal among Gen Z youth and its precision specific to audience targeting and measurement. The campaign reaches audiences through YouTube, GoArmy social media channels, and GoArmy.com with a range of promotional assets designed to appeal to different segments of the Gen Z population. A series of animated trailers highlight central themes from the campaign that align with Gen Z interests, and drive to longer-form animations for a deeper look at the stories of featured Soldiers. Additional print and animated assets include portraits comparing featured Soldiers in their animated and human forms and campaign posters.
类型: Web | 地区: 欧美 | 集数: 5 | 状态: finished | 首播: 2021-05-04
标签: 美国,短片