We were tasked with creating a Military / First Responder campaign on Veteran’s Day, a day oversaturated with “Thank You For Your Service” messages, posts, comments, and more. AT&T wanted to honor M/FR but not get drowned out by typical brand messaging.

We found that to some M/FR, “Thank You For Your Service” has become a polite but obligatory and empty statement that really means “I have no idea what you’ve been through”. To acknowledge that, we thanked M/FR for more than their service, we thanked them for their sacrifices.

What began as a small project turned into a powerful campaign that the client bought, loved, and wanted to expand on.

This is the article that started it all if you’re interested in learning more.