STIMULUS 10
Marine Officers always advance.
Pg. 10 CAMPAIGN 01 21
Command Presence
Pg. 21 IDEA 22
Marine Officers possess an unmistakable air of confidence. It’s the distinct way they carry themselves on and off the battlefield. This unique leadership quality refined by the Marine Corps not only commands respect, but it also instills a lead-by-example mentality that will carry them forward throughout their lives.
Pg. 22 VISUAL APPROACH 23
We will use rich imagery, dramatic lighting, and heroic angles to give the film gravitas and a feeling of stature, worthy of Marine Officers.
Pg. 23 MOOD BOARD 24
Pg. 24 FOLLOW MY LEAD TV :30 25
During OCS, Officer Candidates take turns leading cadence. It’s a cultural representation of leadership developed throughout the training process. We will use cadence as a creative device to help dramatize the spectrum of leadership scenarios that Marine Officers are expected to perform.
We have crafted our own cadence as a placeholder. We will work with Marines to ensure any cadence used is accurate, appropriate and relevant to our audience.
Pg. 25 FOLLOW MY LEAD TV :30 26
Marine Officer (leading cadence): Follow my Platoon (Echo): Follow my lead, Land, Air and Sea, Officer: When I hit the beach, you won’t see me. Platoon: When I hit the beach, you won’t see me. lead, Land, Air and Sea,
Officer: Our packs on back, rifle in hand. Platoon: Our packs on back, rifle in hand. Officer: We move as one, on my command.
COMMAND PRESENCE
Platoon: We move as one, on your command. Officer: The Few Platoon: The Proud All: The Marines
Pg. 26 FOLLOW MY LEAD TV:30 ALT 02 28
SFX: Platoon running SFX: Captain barks command SFX: Splashing water SFX: Thud and sand
SFX: Grunt, rustle of uniform SFX: boots on ground, rattle of gear SFX: kids saying thank you, and distant SFX: machine guns and running Marines helicopter
COMMAND PRESENCE
VO: Leaders are born VO: Just not at birth
Pg. 28 FOLLOW MY LEAD TV :30 29
SFX: A Marine Officer yelling cadence, followed by his platoon repeating each stanza.
Cadence: Follow my lead, Land, Air and Sea, When I hit the beach, you won’t see me Our packs on back, rifles in hand. We move as one, on my command. The Few. The Proud. The Marines.
We open on a young Marine Officer running in a training exercise, directing his fellow Marines to follow his lead with a hand signal.
Utilizing quick camera cuts, we immediately transition into another scene with the same officer in the lead. We continue transitioning into different scenes, covering a complete spectrum of situations where our main officer is leading by example. Such as: The Basic School training exercises, a beach assault, a humanitarian aid mission, helping a fellow Marine, after a mission, leading a cadence in OCS, and a salute from his unit.
In the second-to-last scene where our officer is running with his platoon at OCS, the words from our cadence “On my command” will perfectly sync with our officer and transition into the final camera scene where he is returning a salute to his platoon.
SUPER: COMMAND PRESENCE
LOGO/TAGLINE
Pg. 29 THE SALUTE TV :30 30
COMMAND PRESENCE
VO: Leaders are born VO: Just not at birth Captain: At ease.
Pg. 30 THE SALUTE TV :30 31
SFX: Boots walking and the slight rustle of uniforms
We open on a behind-the-shoulder shot of a young Captain as he confidently walks across base at Quantico. He is on his way to meet up with his training class at The Basic School. As he continues walking we see various camera angles, but we never see the face of our Marine Officer.
ANNCR: Leaders are born.
As he rounds the corner, we reveal a platoon of Marines. They all see him coming and quickly snapping to attention and saluting.
Platoon Sgt (distant): Attention on deck.
SFX: Rustle of 40-plus Marines snapping to attention
ANNCR: Just not at birth.
From over the shoulder of the officer, we’re now looking into the eyes of the 40-plus Marines standing at attention saluting. The Captain returns a salute.
SUPER: COMMAND PRESENCE
LOGO/TAGLINE
OFFICER (off-camera): At ease.
SFX: Rustle of Marines
Pg. 31 PRINT 32
LEADERS ARE BORN. JUST NOT AT BIRTH. COMMAND PRESENCE
Pg. 32 PRINT 33
EARNED IN TRAINING. PROVEN IN ACTION. COMMAND PRESENCE
* CH-53 pictured, could also feature Osprey Pg. 33 PRINT 34
STAND FOR A PURPOSE. LEAD BY EXAMPLE. COMMAND PRESENCE
Pg. 34 POSTER 36
COMMAND PRESENCE
Pg. 36 Cadence ONLINE DISPLAY 39
On BleacherReport.com and/or ESPN.com a Marine Officer will run across the computer screen chanting a cadence. As he runs by he is followed by his platoon of Marines who are running and repeating the cadence.
Pg. 39 CADENCE ONLINE DISPLAY STORYBOARD 40
A Marine Officer enters screen. Platoon of Marines follows.
Marines continue to run off screen. Super: Command Presence and logo
Pg. 40 Silent Signals ONLINE DISPLAY 01 41
An expandable banner that teaches silent commands.
Pg. 41 Silent Signals ONLINE DISPLAY 02 42
Once our banner unit expands, a viewer will see a Marine Officer. Instructions will indicate to press on any key on the keyboard to learn a silent command signal. There will be a different demonstration for every letter.
Once a user taps on a letter, a silent signal demonstration will happen along with a description of why that signal is used by Marines.
Pg. 42 ONE IN COMMAND ONLINE DISPLAY 43
We will give officer prospects a glimpse into what a Tilt Rotor Pilot has at his command. We will bring this to life by using an engaging 3D infographic of the facts and figures of this amazing aircraft. Additional banners will be created for a Logistics Officer and Infantry Officer. All executions will start broad and end on “One in Command.” This is a gateway that will lead users to a deeper experience on Marines.com
Pg. 43 ONE IN COMMAND ONLINE DISPLAY STORYBOARD 44
Start wide on Osprey Push in to see medical supplies Rotate to see fellow Marines Pan over to our lead Fade to call to action in Osprey Marine Officer.
Pg. 44 MARINEOFFICER.com 45
Banners and TV point viewers here. Explore three different MAGTF Officer MOS’s. Find out what Marine officers do, why they do it, and what assets they use.
Pg. 45 MARINEOFFICER.COM Logistics Officer 46
When a user selects one of our officers they will get a full 3D interactive experience showcasing the power and equipment that these Marine Officer’s command.
In this case, we will see how they organized and deployed this MEU in a humanitarian amphibious mission in Haiti.
Hot spots will leverage existing content to enrich the experience.
Pg. 46 Xbox 360 KINECT 47
Utilizing Xbox 360 Kinect technology, we will create mini- challenges where gamers have the opportunity to learn silent commands.
In the first phase, arm and hand signals will be taught via a virtual Marine Officer.
In the second phase, our gamer will have to repeat commands given by a Marine Officer in sequence within an allotted time.
This will be part of a BDE platform where users can unlock rewards and earn value-added incentives such as extra Microsoft points and Command Presence screensavers.
Pg. 47 Xbox LIVE 48
Video games such as Halo, Madden, and Modern Warfare present unique opportunities for Marine Officer Selection Officers to engage directly with officer prospects while they are playing the game.
Utilizing Xbox LIVE technology, there will be designated times and levels throughout the game where the OSO will lead a team of players.
With the Xbox age verification process, only a select audience will be able to interact and communicate directly with our Officer Selection Officers over their headsets.
Pg. 48 Bleacher Report 49
On BleacherReport.com there are various opportunities to integrate directly on the site and bring to life the Command Presence campaign.
One example is to have a designated area where we showcase a weekly example of a player who has displayed leadership and teamwork on the field. It could be called the “Command Presence Play of the Week.”
We could also do Command Presence polls and a Command Presence award.
Pg. 49 Machinima 50
Machinima.com offers multiple opportunities to showcase the “Command Presence” campaign.
One idea is to co-brand with various elite athletes and create exclusive content that will live on Machinima.com. The idea is to call it: Command Presence— Team Captains.
Team captains on respective professional teams definitely possess Command Presence qualities. Who better to enhance these qualities than Marine Officers?
For this idea, we will put our selected pro athletes into the 3-day training course at the OCS at MCB Quantico and film them as they learn from Marine Officers.
In addition to the video content living on Machinima it can also live on Marines.com as well as our Marines branded YouTube channel.
Pg. 50 CAMPAIGN 02 53
Take the Lead
Pg. 53 IDEA 54
To capitalize on the ambitious, striving nature of college students, we’ve come up with the mantra: Take the Lead. The idea here is, once you choose to become an officer in the Marine Corps, you’ll continue to advance and be successful on all fronts in life, especially when you’re leading America’s elite fighting force.
Pg. 54 VISUAL APPROACH 55
This campaign will be filmed from the point-of-view of a Marine Officer. We’ll use the contrast of shadow and sunlight to create a sense of immersion in the scenes.
Pg. 55 MOOD BOARD 56
Pg. 56 TAKE THE LEAD TV :30 59
VO: When you have the opportunity to advance with the Few and the Proud …
TAKE THE LEAD
VO: … take the lead. Pg. 59 TAKE THE LEAD TV :30 60
This spot delves further into the story of “The Sounds of Chaos” by diving deeper into that environment to tell the story of one officer and his Marines.
From the POV of a Marine Officer, we open up on a platoon of Marines sitting in the back of an Osprey as it descends towards the ground. You can see the intensity and focus on each one of their faces.
When the Osprey lands, we see the entire platoon of Marines turn in unison and look directly into the officer’s eyes. They wait for his command. He signals go, and then we follow them all as they storm out of the Osprey together.
As the Marine Officer continues to run forward, we see his Marines around him in his periphery. As he turns around to make sure everyone’s in place, we catch a glimpse of the bigger picture, and see that he’s leading a greater force than we initially thought. It’s awe-inspiring, complete with multiple AAV’s and Ospreys in the air. But just before you can make out the entire scene, the screen quickly fades to black.
VO: When you have the opportunity to advance with the Few and the Proud … take the lead.
SUPER: TAKE THE LEAD
LOGO/TAGLINE
Pg. 60 SHAZAM 61
Shazam connects more than 200 million people to the music, TV shows, and brands they love. It is the world’s leading media discovery company and one of the most downloaded smartphone apps of all-time.
Shazam’s greatest asset is its lightning fast tagging feature, which allows users to discover, explore and share content in as little as one second.
Pg. 61 YELLOWBIRD 63
yellowBird specializes in the creation of interactive 360° content through its unique, state of the art cameras and lenses. yellowBird take panoramic video to a whole new level.
Internet users can also watch and experience 360º video content without having to download any additional software.
Pg. 63 SHAZAM/YELLOWBIRD INTERACTIVE EXPERIENCE 65
When users Shazam our Take the Lead TV spot, they’ll experience a 360° video, shot using yellowBird technology, of what’s happening all around the lead officer in the commercial. They’ll experience a richer story, getting to see what’s behind and to the side of them at any given time. It’s an engaging way to showcase first-hand what it means to take the lead of the Few and the Proud. It’s also a great way for the Marine Corps to take the lead in terms of innovation, combining two emerging technologies in one traditional space.
Pg. 65 MARINEOFFICER.COM 66
At MarineOfficer.com, users will be able to experience another side of the story through an interactive video as we reveal what was behind the Marine Officer in the TV spot the entire time. We see everything he ran through to take the lead in 360°. Using the technology of yellowBird, the users can navigate through the environment around them and experience first-hand how a Marine Officer leads America’s Few and Proud.
Click and drag in any direction
Pg. 66 PRINT/MOBILE 67
www.marines.com/takethelead
From the POV of a Marine Officer, we’ll see first hand what it takes to lead America’s elite fighting force. User will be given the URL MarineOfficer.com/takethelead to put into their phones. When they go to the address they’ll be able to see the print ad come to life right before their eyes. Pg. 67 ALL EYES ON YOU PRINT 68
WHEN ALL EYES ARE ON YOU, TAKE THE LEAD
Pg. 68 ALL EYES ON YOU PRINT 69
WHEN ALL EYES ARE ON YOU, TAKE THE LEAD
Pg. 69 YELLOWBIRD ONLINE DISPLAY 70
Once users mouse over to engage in our rich media expandable banner, they will be able to navigate through an interactive 360° environment. Using the technology of yellowBird, the user will get to navigate through the environment around them and experience first hand how a Marine Officer leads the Few and the Proud.
Click and drag in any direction
Pg. 70 ALL EYES ON YOU ONLINE DISPLAY 71
When the user moves the cursor around the page, all of the Marines represented in the display banner will follow it with their eyes and heads, watching the user’s every move, awaiting your command.
Pg. 71 OFFICER PLUS UPS 72
Additonal Media Considerations
Pg. 72 BLEACHER REPORT 73
The great thing about sports is that there are a lot of lead changes. To capitalize on our Bleacher Report partnership, we’ve come up with an integrated way that not only allows our Take the Lead mantra to become synonymous with impactful sports moments, but also helps put us at the forefront of sports culture. “Take the Lead Moments of the Game” will feature the best plays made by a team or an individual that allowed the team or individual, to take the lead.
Pg. 73 MACHINIMA 74
Machinima gives out awards for accomplishments in gameplay. So, knowing that Halo 4 launches at the same time as the Officer campaign, we’ll design a “Take the Lead Award” sponsored by the Marine Corps that recognizes the leaders in terms of overall scores and wins during the most popular game mode: Big Team Battle.
Pg. 74 INTERACTIVE DISPLAY 75
At sporting venues and college campuses, we’ll work with Monster Media to develop interactive motion sensor displays that illustrate how Marine Officers “Take the Lead.” When a person walks by, a Marine Officer will activate on screen. As the viewer starts to move, he’ll give commands to his Marines based on the viewer’s actions. The more the person interacts and takes part, the more commands the officer gives to his Marines.
Pg. 75 CAMPAIGN 03 76
Without Hesitation
Pg. 76 IDEA 77
To be a Marine Corps Officer, you need to be quick and decisive amid chaos and uncertainty. You also need to be ready to advance without hesitation. In this campaign, we’ll position the Marine Corps as a career path you can feel confident in without hesitation.
Pg. 77 VISUAL APPROACH 78
Moving in and around frozen moments throughout spot, we’ll use stylized, heroic lighting techniques to accentuate the Marines. Strong light sources will add definition and detail while our subtle, desaturated tones will provide a genuine look and feel.
Pg. 78 MOOD BOARD 79
Pg. 79 WITHOUT HESITATION TV :30 81
VO: In the midst of chaos and uncertainty …
VO: … Marine Officers make decisions …
WITHOUT HESITATION
VO: … without hesitation. Pg. 81 WITHOUT HESITATION TV :30 82
This spot delves further into the story of “The Sounds of Chaos” by freezing a moment in time to tell the story of the Marines and the Officer leading them.
Using a high-speed camera, we’ll pause a moment in time and follow the story of a Marine Officer and his platoon as he leads them towards the sounds of chaos and uncertainty.
Starting from the back of an Osprey, the camera will pull back, through and around Marines frozen in midair. Frozen positions include Marines running, taking formation, signaling, and crouching down.
As we pass by each Marine, making our way toward the Marine Officer, we see sweat frozen across all of their faces. Every little detail, from the kicked-up dirt by a Marine’s boots to the blades of the Ospreys above, will be at a standstill, emphasizing the magnitude of this moment.
As soon as we land on the Marine Officer leading the charge, the entire spot kicks into high gear and unfreezes at the hand signal of the Officer.
The Marines are gone in a second, leaving nothing behind but an empty landscape.
VO: In the midst of chaos and uncertainty … Marine Officers make decisions …
SUPER/VO: WITHOUT HESITATION
LOGO/TAGLINE
Pg. 82 PRINT/SHAZAM 85
An interactive print ad using Shazam in a never-been-done-before way. Once users activate Shazam, they will have to speak the right command to unlock the different levels of video content, in order to advance forward through each scene. Pg. 85 PRINT/SHAZAM 86
Give voice commands through the phone. Advance and watch videos once the correct command is given.
Pg. 86 WITHOUT HESITATION ONLINE DISPLAY 87
We’ll ask users to activate their microphone and give a series of commands to unlockinteractive video content to see how a Marine Officer leads. SEE HOW A MARINE LEADS RIGHT ON YOUR SCREEN. We’ll feature the same frozen moment from our broadcast. As the user interacts with the piece, beacons will light up exposing additional information and content about each of the Marines and their role within the mission.
GROUND FORCE STRUCTURE: SQUAD PLATOON COMMANDER
give your next command through your microphone disperse » forward » hasty ambush » double time
Pg. 87 BLEACHER REPORT 88
Like Marine Officers, athletes have to make split-second decisions. From game-winning moments to plays that immortalize them in sports culture, athletes do all of this without hesitation. To integrate this idea into our Bleacher Report partnership, we’ve come up with the “Without Hesitation Play of the Day.” Here we’ll curate video content featuring moments when athletes make impactful decisions to help their team to victory, or highlight their own incredible skill and accomplishments as a leader on the field. Without Hesitation Play of the Day
Pg. 88 MACHINIMA 89
Knowing there are major game launches that correspond with the officer campaign launch, we’ll partner up with Machinima to hold a “Without Hesitation Tournament” sponsored by the Marine Corps. Where we put the best players in the world side-by-side and see who can beat the game the fastest, without hesitation.
The entire event will be broadcast live on YouTube for however long it takes to beat the game.
Pg. 89 MARINEOFFICER.COM 90
At MarineOfficer.com, you’ll be able to experience the same frozen-in-time footage from the TV spot, learning about each Marine and their roles and leadership responsibilities by clicking on the beacons.
GROUND FORCE STRUCTURE: SQUAD PLATOON COMMANDER
Pg. 90 Thank You!