2011 Jay Chiat Awards Winners

Brand Experience—Silver
MRM Worldwide
US Army | "At the Ready"

At the Ready was created to advance Army recruiting during one of the most challenging times in history.

With the world in a state of unrest, now, more than ever, prospective recruits need to know what they are getting themselves into before enlisting.

At the Ready is an immersive, real-life experience that allows prospects to see the world through the eyes of a US Army Soldier.

At the Ready puts users in the action, making decisions alongside soldiers on real-life missions. Jump from an airplane and control a parachute to a perfect landing. Stabilize an injury under enemy fire. Identify and detain a suspect in a crowded marketplace. Through these vivid interactions, prospects learn what it takes to be in the field performing a particular Army job. They can even personalize their experience by connecting to Facebook, pulling in their profile info and posting their achievements.

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