U.S. Army: What’s Your Warrior?

The U.S. Army just announced a new marketing campaign, created by DDB, Worldwide, "What's Your Warrior?," showcasing the breadth and depth of opportunities for today's youth to achieve their goals in America's largest military branch. The announcement was made at the Association of the United States Army (AUSA) Annual Meeting & Exposition in Washington, D.C. With a planned launch for November 2019, "What's Your Warrior?" is designed to engage a decreasing pool of qualified applicants with a fresh approach to educating a new generation of prospects – Generation Z – and their influencers about the diverse opportunities available to them through Army service. Tapping into the immersive, epic storytelling concepts that have influenced Gen Z’s view of the world, “What’s Your Warrior?” plans to tie aspirational warrior identities to the Army’s 150 unique careers and eight broad specialty areas, including Signal, Air & Space, Cyber, Science & Medicine, Engineering, Support & Logistics, Intelligence and Ground Combat.