The Army Reserve is for the restless. The ones who seize every opportunity to advance their skills, grow their expertise, and master their domain. For whom, every day is a chance to better themselves.
The challenge we were meeting for this campaign was to differentiate the U.S. Army Reserve and position it as THE branch to join to level up and expand capabilities.
We developed the concept and manifesto for "It's your time."
For this national campaign, we wrote four 0:30-second spots, including 0:10, 0:15, and 0:20 cutdowns.
Type: National Campaign
Client: US Army
Company: Team DDB (fluent360)
