U.S. Army

McCann New York *Lead Agency

Mike Medeiros, SVP, Executive Strategy Director
Claire Stewart, Senior Strategist
Lisa Nocella, EVP, Executive Account Director
Dana Markiewicz, Account Director
Meghan Caraway, Account Supervisor
Dan Donovan, Executive Creative Director
Cindi Blondell, Executive Producer

MRM New York *Lead Agency

Jonathan Springer, Associate Creative Director
Scott Thomasch, Senior Copywriter
Sung Chang, EVP, Chief Creative Officer

Universal McCann

m ss ng p eces

Mike Woods, Director of Immersive Content / ECD

In 2018, the U.S. Army missed its recruitment goals for the first time in over a decade. What looked like a simple decline in recruitment due to cultural headwinds was actually much deeper. We had a trust issue with the very people we needed to recruit. In Our Boots earned back the trust of skeptical young Americans by turning them into a Soldier through a 360 VR Experience. At a moment in history when young Americans didn’t trust the Army, an unprecedented amount came knocking on our doors.