U.S. Marine Corps - Brand Collateral
United States Marine Corps - Collateral Promotion
Not every assignment a Creative team is given is going to be sexy. It's up to the Creative to turn it into something sexy and look at traditional deliverables in new and exciting ways. Below are a few examples for the Marine Corps.
Every Marine talks about the poster they had up on their bedroom wall when they were kids that inspired them to join. We took that insight and turned it into reality with Direct Mail executions that unfold into a series of inspirational posters.
Instead of articulating a bunch of benefit talking points into our collateral, we instead laid out the reasons why people join in an anthemic way.
There is a huge Public Service Announcement component to what the Marine Corps does, and to keep that process running we need to continually engage PSA Directors through Direct Mail. 

To promote our Anthem TV spot, we sent out what looks like a briefcase. Inside are ultra thin TV screens to actually play the spot through the mail piece as well as supporting print collateral. 
For Toys for Tots, a Marine Corps run charity, we tugged at the heart strings and pulled on the guilt in trying to mirror the experience of a child and their expectations around the holidays. We sent out a gift box to all of the PSA Directors. When they open it, it appears empty sans messaging. After pulling on a small tab, a small compartment below reveals additional messaging and a small Marines-branded toy (Jenga).
In 2017, we updated the Marine Corps Brand Book to better frame up how the high standards of the Marine Corps not only translate in how we tell the Corps' story, but how Marines and recruiters do as well in both tone and visuals.
Credits:
Doug D'Arrigo - Executive Creative Director
Pedro Gonzalez - Executive Art Director
Matt Covington - Associate Creative Director Copy
Andrea Overstreet - Senior Art Director 
U.S. Marine Corps - Brand Collateral
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U.S. Marine Corps - Brand Collateral

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