The challenge from Team DDB was anything but easy. How do you get GenZ to consider joining the Army National Guard? Conventional approaches weren’t apt to cut it with this generation. “Uncommon Is Calling” shifted the narrative by highlighting the extraordinary within the everyday. Young soldiers answering the call. Floods. Tornados. Wildfires. Search and rescue missions. Alll while balancing civilian life. The campaign reveals the uncommon purpose and quiet heroism that come with wearing the uniform.
