Differentiate in a Cluttered Category
Ubisoft engaged us to create a launch campaign for America’s Army for XBOX 360. A similar game, created by the US Army,
was already available as a free PC download and the First Person Shooter market was flooded with competitive titles.
We needed to find a defendable means of differentiation.
Position the Game as
Official U.S. Army Experience
In order to stand out in a category packed with fantastic but unrealistic first person shooters, we positioned the game
as the most accurate military shooter on the market, co designed and developed by the U.S. Army.
Created by Soldiers. Developed by Gamers
Instead of using gameplay and CG imagery to promote the game, we featured the soldiers and experiences that inspired the game. We enlisted two Silver Star-awarded U.S. Army soldiers as talent and allowed them to help direct our photo shoot, at the Ft. McClullan Marine Barracks in Alabama. The integrated campaign featured our ‘True Soldiers’ in all assets, including packaging.
KEY ART & PACKAGING
TRUE HERO CAST
SGT. TOMMY RIEMAN
Iraq, Dec. 3, 2003. Sgt. Rieman and his the three-vehicle convoy came under heavy enemy fire. Despite suffering two bullet, and 11 shrapnel wounds, he refused medical attention and suppressed the attack. Rieman moved the convoy off the main road, out of the line of fire, then created a defensive perimeter allowing for a medical evacuation.
SGT. TIMOTHY NEIN
DISTINGUISHED SERVICE CROSS
Iraq, Mar 20, 2005. Staff Sgt. Nein’s convoy faced a group of 30 insurgents. Enemy fighters took positions in irrigation ditches along the road. Nein and another soldier moved through two trenches, filled with enemy fighters. They cleared both trenches, killing 27 insurgents, wounding six, and capturing one.