Brand MarketingThe U.S. Navy Hopes to Reach Gen Z With Its New ‘Forged by the Sea’ CampaignY&R's first work for the brand debuts during Army-Navy gameBy Erik Oster|December 6, 2017The tagline celebrates the Navy’s history and its purported character- and career-building benefits.NavyShareBy Erik Oster|December 6, 2017ShareThe U.S. Navy is launching a new recruitment campaign around the annual Army-Navy college football game Saturday.Two new broadcast spots set to debut during the game introduce a new tagline, “Forged by the sea.” The campaign marks the Navy’s first work from Young & Rubicam, which was appointed its lead creative agency following a 2015 review, and is aimed at the Navy’s primary recruiting target—Gen Zers.“The Navy is now recruiting young men and women of the centennial generation, who have different goals, expectations, and media-consumption habits than their millennial predecessors,” said commander of Navy Recruiting Command Pete Garvin in a statement. “As such, the Navy recognized the necessity to develop a new marketing campaign and digital-heavy media strategy to more effectively reach, educate and inspire the best and brightest prospective recruits.”The “Forged by the Sea” tagline appears to fill a dual role in the 60-second spot “Sea to Stars,” simultaneously celebrating the Navy’s history and its purported character- and career-building benefits.“For more than 200 years, our sailors have been tested and shaped by the sea, becoming better versions of themselves. Our new tagline perfectly captures the transformative impact the Navy and the sea has on our sailors,” Garvin said.In addition to “Sea to Stars” and a 30-second broadcast ad running Saturday called “Game,” the campaign includes a series of social media initiatives, including a “Sea It Live” second-screen experience via Facebook Live and augmented-reality filters on the Navy Recruiting Command’s Facebook page.The campaign also includes a “Forged by the Sea” print ad in the Army-Navy game program, digital signs throughout the stadium and on billboards, and Philadelphia subway ads. The Navy’s parachute team will also carry “Forged by the Sea” banners as they land on the field before kickoff, and Navy cheerleaders will carry flags with the tagline. A Navy VR truck parked near the game will offer fans the chance to experience a virtual-reality Navy Seals rescue mission.The campaign will roll out through March, when the Navy will launch a fully integrated campaign, primarily on digital and social media platforms.CREDITSClient: U.S. Navy Agency: Y&R Title: “Sea to Stars”Chief Creative Officer: Leslie Sims Executive Creative Director: Ryan Blum Senior Copywriter: Megan Lee Art Director: Kolby Osborne Senior Art Director: Hans Schenck Senior Copywriter: Anthony DiMichele Executive Director of Integrated Production: Greg Lotus Executive Producer: Mathieu Shrontz Executive Producer/ Head of Music: Lauriana Zuguala Freelance Music Producer: Theresa Notortomaso Senior Business Manager: Erin Levine Print Production Manager: Michael Dunn Print Producer: Tom Powderly Global Client Lead: Ken Dowling Account Director: Rebecca Zeits Account Executive: Justin BatemanAgency: VML Copywriter: Dustin Thomas Art Director: Hayley EfirdProduction Company: MJZ President: David Zander Director: Rupert Sanders Executive Producer: Kate Leahy Producer: Adriana Cebada Mora Director of Photography: Dariusz WolskiEditorial Company: Work Editorial Editor: Neil Smith Senior Cutting Assistant: Theo Mercado Assistant Editor: Trevor Myers Executive Producer: Erica Thompson Producer: Jamie Lynn PerrittMusic Company: Human Composer & Creative Lead: Andy Bloch Producer: Craig CanigliaSound Design: Trinitite Inc. Sound Designer: Brian EmrichPostproduction Company: MPC LA Creative Director: Michael Gregory VFX supervisor, lead compositor: Jim Spratling CG Lead: Josh Hatton Colorist: Mark Gethin Color Producer: Rebecca Boorsma Executive Producer: Elexis Stearn Producer: Jamie Loudon Production Coordinator: Madeline Austin KulatAudio House: Heard City Engineer: Keith Reynaud Managing Director: Gloria Pitagorsky Agency: Y&R Title: “Game” Chief Creative Officer: Leslie Sims Executive Creative Director: Ryan Blum Senior Copywriter: Megan Lee Art Director: Kolby Osborne Copywriter: Bruce Jacobson Art Director: Alan Vladusic Executive Director of Integrated Production: Greg Lotus Executive Producer: Mathieu Shrontz Executive Producer/ Head of Music: Lauriana Zuguala Freelance Music Producer: Theresa Notortomaso Senior Business Manager: Erin Levine Print Production Manager: Michael Dunn Print Producer: Tom PowderlyGlobal Client Lead: Ken Dowling Account Director: Rebecca Zeits Account Executive: Justin Bateman Miguel Mateo: Account ExecutiveProduction Company: MJZ President: David Zander Director: Rupert Sanders Executive Producer: Kate Leahy Producer: Adriana Cebada Mora Director of Photography: Dariusz WolskiEditorial Company: Work Editorial Editor: Neil Smith Senior Cutting Assistant: Theo Mercado Assistant Editor: Trevor Myers Executive Producer: Erica Thompson Producer: Jamie Lynn PerrittMusic Company: MAS Music and Strategy Executive Producer: James Alvich Senior Producer: Joey Reyes Composer: Eric HachikianSound Design: Henryboy Sound Designer: Bill Chesley Producer: Kate GibsonPostproduction Company: MPC LA Creative Director: Michael Gregory VFX supervisor, lead compositor: Jim Spratling CG Lead: Josh Hatton Colorist: Mark Gethin Color Producer: Rebecca Boorsma Executive Producer: Elexis Stearn Producer: Jamie Loudon Production Coordinator: Madeline Austin KulatAudio House: Heard City Engineer: Keith Reynaud Managing Director: Gloria PitagorskyPages: 1 2 Adweek Adweek