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Network of the Year: McCann Worldgroup

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Bronze Winner

Entrant: McCann New York, New York
US Army - "Cryptaris Mission Status"

Corporate Name of Client: US Army

Media Planner: Denise Marchitto

EVP Executive Account Director: Lisa Nocella

Agency Planning Director: Jessica Mendoza

Agency Account Supervisor: Jill Mastroianni

President, UM: Kasha Cacy

VP, Group Partner, Portfolio Management: Joe Castillo

Agency: McCann New York, New York

Chief Creative Officers: Tom Murphy/Sean Bryan

North American Chief Creative Officer: Eric Silver

Executive Creative Director: Dan Donovan

Group Creative Directors: Josh Grossberg/David Waraksa

Copywriter: Rob Sabalvaro

Art Director: Josh Keyser

Description of the Project:
To protect today’s America, the U.S. Army not only needs the most advanced technology, but people behind the technology that are capable of solving our nation’s greatest challenges. Our goal was to recruit the nation’s most innovative problem solvers. In this instance, we were seeking to recruit STEM candidates.
We developed an online simulated mission so difficult that only 5% of users (the most elite STEM candidates) could complete all levels. The mission was designed in WebGL and integrated multiple Google technologies. To create the levels, we reached out to Army subject matter experts to ensure they reflected the real Army skills needed to carry out real Army missions.
To date only .15% of users have been able to complete all seven levels -resulting in lots of user generated content and over 7,000 players visiting goarmy.com to learn more about STEM jobs available in the U.S. Army.