Facing the toughest recruitment environment since the all-volunteer military force was initiated, the United States Marine Corps continues to make its recruiting mission. Even with increased competition from competitors with greater resources, the Marine Corps' total branding campaign differentiates itself from those competitors by remaining true to its character and by demonstrating that character in all facets of its advertising and marketing programs. Over time, the Marines' "Elite Warrior" campaign has evolved to continue to appeal to our target audience and has remained true to the Marines' brand image as "elite warriors".
Brand: United States Marine Corps
Client: United States Marine Corps
By the mid-1990's, Volkswagen was considering going out of business in North America. But a slew of upcoming products and an emerging target audience gave us reason to give this market one last chance. With the freedom to take risks, we developed the "Drivers wanted." campaign and revolutionized the way automobile companies advertised their products. Our marketing put people in Volkswagens by depicting Volkswagens in people's lives.
Client: Volkswagen of America, Inc.
Agency: Arnold Worldwide