Familiarity
- Marca: Department of Defense
- País: Estados Unidos
- Anunciante: US Department of Defense
| Título | Familiarity |
| Agencia | MullenLowe U.S. |
| Campaña | You Have a Calling, We Have an Answer. |
| Anunciante | US Department of Defense |
| Marca | Department of Defense |
| Fecha de primera difusión/publicación | 2025 / 2 |
| Sector Empresarial | Gobierno y otras instituciones |
| Sinopsis | Gen Z is navigating a vastly different landscape than previous generations—delayed milestones, financial pressures, and social media-driven culture are reshaping their definition of success. Today’s young adults aren’t just looking for a career; they want a life that aligns with their passions and ambitions. Armed with this insight, JAMRS partnered with MullenLowe to reframe what military service can mean to a generation seeking purpose and personal growth. Launching this week, the latest evolution of the “You Have a Calling, We Have an Answer.” campaign shifts the narrative: military service is more than a noble calling—it’s a smart, strategic choice that can help young adults achieve their future goals. While the tagline remains, its meaning expands beyond career aspirations to encompass a fulfilling life. Directed by acclaimed Academy Award-nominated filmmaker Ellen Kuras—well-versed in military storytelling through her work on Lee, Catch 22 and The Betrayal—the campaign’s centerpiece is a series of cinematic films that reframe military service as a transformative experience, one that can propel young people toward an extraordinary future. Complementing the films is a robust social media strategy that shares real-life stories from current service members and drives engagement on TodaysMilitary.com. With military subject matter experts helping shape the creative, the campaign strikes a balance between authenticity and aspiration. This multi-year platform reflects the strength of MullenLowe’s decades-long partnership with JAMRS, built on a shared commitment to understanding and adapting to the next generation. |
| Medio | Web Film |
| Duración | |
| Música | Q Department |
| Mix | Sonic Union |
| Agency | MullenLowe U.S. |
| Realizador | Ellen Kuras |
| Socio creativo | College for Creative Studies |
| Productora | The Corner Shop UK |
| Editorial | Mark Edinoff At Work Editorial |
| Efectos especiales | Parliament LA |
| Música | neil walker walker |
| EVP | John Wolfarth |
| Director del grupo de creación | John Wolfarth |
| Group Executive Producer | Hadas Grossman |
| Group Executive Producer | Hadas Grossman - VP |
| Group Executive Producer | Mary Robinson |
| Group Account Director | Hadas Grossman |
| Group Account Director | Hadas Grossman - VP |
| Group Account Director | Merry Anderson |
| Group Strategy Director | Hadas Grossman |
| Group Strategy Director | Hadas Grossman - VP |
| Group Strategy Director | Matt Mullen |
| Director creativo | Hadas Grossman |
| Director creativo | Hadas Grossman - VP |
| Director creativo | Bill Knight |
| Art | Hadas Grossman |
| Art | Hadas Grossman - VP |
| Art | Bill Knight |
| Director creativo adjunto | Hadas Grossman |
| Director creativo adjunto | Hadas Grossman - VP |
| Concepción / Redacción | Hadas Grossman |
| Concepción / Redacción | Hadas Grossman - VP |
| SVP | David Byrnes |
| Jefe de cuentas | Fabiana Franca |
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