U.S. ARMY: VAE
MOBILE TOUR (1)

U.S. ARMY: VAE
MOBILE TOUR (1)

The VAE is designed to provide visitors with a hi-fi, information-rich experience, taking part in a virtual test drive of Soldiering in the U.S. Army.

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U.S. ARMY: VAE
MOBILE TOUR (1)

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U.S. ARMY: VAE
MOBILE TOUR (2)

U.S. ARMY: VAE
MOBILE TOUR (2)

Working as a team, VAE participants are assigned duties on HMMWV and UH-60 Black Hawk helicopter simulators to execute virtual combat operations.

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U.S. ARMY: VAE
MOBILE TOUR (2)

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U.S. ARMY
ARMY EXPERIENCE
CENTER

U.S. ARMY
ARMY EXPERIENCE
CENTER

A revolutionary new way to recruit military personnel.

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U.S. ARMY
ARMY EXPERIENCE
CENTER

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U.S. ARMY
CAREER SEARCH

U.S. ARMY
CAREER SEARCH

The Career Navigator was an essential part of the Army Experience Center. Videos gave users an inside look at different Army career options. 

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U.S. ARMY
CAREER SEARCH

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U.S. ARMY
OUT OF HOME

U.S. ARMY
OUT OF HOME

A contextual outdoor campaign on billboards, buses and buildings dispelled common military myths. 

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U.S. ARMY
OUT OF HOME

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U.S. ARMY
BASE LOCATOR

U.S. ARMY
BASE LOCATOR

A kiosk that allowed users to explore Army bases around the world using Google Maps.

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U.S. ARMY
BASE LOCATOR

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U.S. ARMY
MISSION SIMULATORS

U.S. ARMY
MISSION SIMULATORS

Full-scale simulators put visitors right in the middle of all the action.

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U.S. ARMY
MISSION SIMULATORS

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U.S. ARMY
AMERICA’S ARMY
CAMPAIGN

U.S. ARMY
AMERICA’S ARMY
CAMPAIGN

A fully integrated campaign for the America’s Army video game.

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U.S. ARMY
AMERICA’S ARMY
CAMPAIGN

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U.S. ARMY
VIRTUAL ARMY
EXPERIENCE

U.S. ARMY
VIRTUAL ARMY
EXPERIENCE

A 19,500-sq.-ft. mobile recruiting exhibit gave visitors the chance to learn more about Army life.

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U.S. ARMY
VIRTUAL ARMY
EXPERIENCE

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people

The U.S. ARMY

Difficult times call for innovative thinking: With recruitment numbers on the decline, the United States Army faced challenges it had never seen before. With 10-plus years of experience, the military turned to Ignited for answers. But first, we had to get to the core of the problem.
 

world

MISINFORMED AMERICANS

Two unpopular conflicts and countless Hollywood spoofs had created a general distrust of the Army. Most people polled believed Army life meant war and the dangers that came with it. The branch faced an uphill battle and it became Ignited’s mission to win back the confidence and interest Americans once had in the world’s most advanced fighting force. The goal was to change the perception of the Army, one person at a time. 

fire

POWER IN TRUTH

The spark that fueled all our Army work was a shared desire to inform and educate Americans—particularly those thinking about enlisting—about the truth of Army life. Approaching each project from that perspective allowed us to really get to the heart of why someone should consider a career in the Army. And as a result, we helped reshape what recruitment looked like. 
 
Whether people saw a video, an outdoor board, played the America’s Army video game or visited one of our interactive recruiting centers, they left with a slightly different view of the Army. We dispelled myths about living conditions, types of jobs and compensation. We showed people that there were bases all over the world. We engaged them in virtual missions and interactive displays. And, most importantly, we did away with the high-pressure recruiting spiels, allowing visitors to approach knowledgeable staff on their own terms.
 
Ultimately, our approach proved to be the right one. Our work and insights helped the Army surpass their annual recruitment numbers and make positive steps toward changing the public’s perception.
 
Oh, and we also won 3 Effie awards. Mission accomplished.