Bozell Goes Vertical for Air Force

Bozell Kamstra Texas launches a new kind of recruitment ad for the U.S. Air Force this month targeted to the vertical market of engineers.
Although the agency has advertised to this segment in specialty publications previously, the creative work was similar to other Air Force campaigns, featuring soaring jet planes or the interior of a cockpit.
Recent focus group research conducted by the Air Force at an officer training school has enabled the agency to create its first insight-enhanced, targeted campaign, said Bozell Kamstra account director Steve Cumbie.
Addressing engineering students’ desire to get hands-on work immediately, Bozell produced two print ads that depict a college diploma being treated ingloriously.