Cannes Lions
72ANDSUNNY, Los Angeles / ACTIVISION / 2015
Overview
Entries
Credits
Description
Unemployment among young US military veterans is nearly triple the national average.
Some employers see veterans as mindless drones. Others don’t believe they have relevant skills for the civilian workforce. And in the worst cases, many employers simply fear veterans - seeing them as dangerous, PTSD-ridden patients commonly portrayed by Hollywood.
But in reality, military vets are highly-trained problem solvers with skills that translate directly into business world: engineers that work with cutting-edge equipment, logistical wizards that move fleets across continents, true leaders of men and women.
Execution
We put real men and women, not actors, that have returned from military service in front of camera in a series of interviews conducted online. Our question: tell us what it’s like for a military veteran to find a job.
We debuted a video of the interviews at the Call of Duty championships, the mecca of Call of Duty fandom, where thousands of our most passionate fans gather each year.
After the live debut at the Call of Duty championships, we then shared the video online on Call of Duty’s channels where it was picked up and spread through culture by various media outlets.
Outcome
With little paid media support, we were able to rally our audience of gamers to take to social media to spread the news of veteran unemployment and the contributions of the Call of Duty Endowment.
It was also selected and recognized as one of the top 20 ads of 2014 by Fast Co.Create. And even the Joint Chiefs of Staff shared our PSA with their network of veterans.
Similar Campaigns
12 items