- The United States Air Force launched a new campaign called “Guess the Airman,” to challenge military stereotypes. In this social series, the USAF tapped its agency of record, GSD&M, to highlight the individuality of its service members and tackle misconceptions that the general public may have when it comes to the military.
- The agency pulled in current USAF service members and challenged them in a game where they were to identify which individuals were civilian and which were military.
- Check out the videos here.
- In one video, the Airman appears confident that her knowledge about who is who will lead her to victory, and as the video continues, she is proven wrong and made aware that even she is guilty of misconception and prejudgement.
- The strategy behind this campaign is to connect with the Gen Z audience, who may have preconceived notions that serving in the military will take away from their individuality. Through the game, the host identifies different passions and hobbies about the individual, which throws some of the players off.
- The social campaign will span across the USAF’s channels including YouTube, Instagram, X, and Facebook.
“The goal behind this campaign was to show the audience that no matter your background, interests, and career aspirations, the USAF is incredibly diverse and relevant to today’s fast-moving society,” said Janice Suter, VP/Director Social Media from GSD&M. “Creating a game was a great way to showcase this and build an opportunity to connect with a younger generation.”
CAMPAIGN CREDITS
Client: United States Air Force Recruiting Service
Product: Guess The Airman
Agency: GSD&M
Chief Creative Officer: Jay Russell
Executive Creative Directive: Maria D’Amato
Chief Media Officer: Dave Kersey
Managing DIrector: Bo Bradbury
Group Creative Director: Jeff Maki
Group Account Director: Norah Rudyk
Account Management: Madison Pfleiderer
VP/Director Social Media: Janice Suter
Social Media Director: Mark Schectman
Sr Social Content Creator: Katrina Barber
Sr Social Strategist: Maggie Rosenbohm
Social Content Creator: Erin Prokell
Sr. Content Producer: Peter Atherton
Sr Print Producer: Helena Abbing
Production: Forest & Pine
Directors: Taylor Stanley & Clayton Stringer
Line Producer: Sam Chortek
Editor: Clayton Stringer
Assistant Editor: Josh Taylor
Music: UPM
Executive Producer: N/A
Sound Mix: Forest & Pine
Audio Engineer: Josh Taylor
Producer: Clayton Stringer
Additional Credits, Print:
Forest & Pine Photographer: Nathaniel Bednarz–
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