The award honors media led ideas that are powerful enough to become the genesis of the communications program itself.
Project Architeuthis: Engaging America's Cyber Warriors
Americas Navy launched Project Architeuthis based on a highly integrated creative and social media idea for an ARG, or Alternative Reality Game, that engaged the Navy Cryptology target with incredibly challenging puzzles, cyphers, and cryptic clues regarding the location of a mysterious, fictional enemy. ARG player adoption, community sharing and deep brand engagement helped the Navy reach its elite target and overcome the challenges of no media budget and a reduced prospect pool to meet 100% of its recruiting goal.
Brand: America's Navy
Client: U.S. Navy
Agency: Lowe Campbell Ewald