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The U.S. Army's Virtual Reality Campaign Helps Prospects Get #InOurBoots

MRM//McCann and McCann NY's latest recruitment effort is a high-energy VR experience

The U.S. Army's Virtual Reality Campaign Helps Prospects Get #InOurBoots

Recent studies show young Americans know little to nothing about the military, including the U.S. Army. Could it be because the only way to experience what it’s like to be a U.S. Army soldier is to walk in their boots through first-person storytelling?

The latest McCann Worldgroup recruiting effort for the U.S. Army is a high-energy and interactive virtual reality (VR) experience based off of real-world Army Missions. In this one-of-a-kind VR experience, users can discover fellow soldiers to engage with and go on missions to see, hear and feel what it is like to be a U.S. Army soldier by actually “stepping into their boots.”

By engaging in the immersive virtual reality of “In Our Boots,” prospective recruits have a chance to experience first-hand what it is like to be a U.S. Army sniper, drone operator, tank commander and bomb technician as they lead their teams behind enemy lines, neutralize threats and support Special Forces teams under fire.

The campaign’s first-person storytelling and 360-degree video series will be featured online as well via apps for iOS and Google Play. Spots will run on digital streaming platforms, social platforms, and local print and radio. The direct mail component to the campaign includes custom VR goggles that allow prospects to engage in a fully-immersive #InOurBoots experience.

Featured Companies: MRM

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Advertiser: U.S. Army

Post Production / VFX

Post Production Company: Framestore + Artjail


Director: Mike Woods (VR)

Creative Agency

Creative Agency: MRM//McCann & McCann NY (with support from UM, Weber Shandwick and Casanova)

Chief Creative Officer: Sean Bryan, Tom Murphy (Co-Chief)

Executive Creative Director: Dan Donovan

Chairman: Rob Reilly (Global Creative Chairman)

EVP, Chief Creative Officer: Sung Chang

Associate Creative Director: Jonathan Springer

Senior Copywriter: Scott Thomasch

Chief Production Officer: Nathy Aviram

Executive Producer: Cindi Blondell

Executive Account Director: Lisa Nocella (EVP)

Account Director: Dana Markiewicz

Account Executive: Meghan Caraway

Technical Lead: Slobodan Mileta

Music Producer: Dan Gross

Production Company

Production Company: mssng peces


Music Company: JSM

Sound Design & Mix: One Thousand Birds

Category: Business Services , Recruitment

Genre: Action , Storytelling