U.S. Army:
Be All You Can Be
Over at The Marketing Arm (Team DDB’s experiential experts), we've been busy exploring and creating mind-blowing experiences for the "Be All You Can Be" campaign. We're helping young Americans get up close and personal with the US Army in an immersive and authentic fashion, uncovering a world of possibilities, and showing that there's so much more to the Army than Gen Z ever imagined.
U.S. Army Experiences:
The Impossible Shot + variations
The House of Possibilities
U.S. Army:
The Impossible Shot
At the biggest basketball event in the United States, the NCAA March Madness, we challenge spectators with an impossible stunt: sinking a shot in a 40-foot-high hoop. Fans tried the free-throw, but the majority failed (as expected). The seemingly impossible shot only became possible with the power, resources, ingenuity, and teamwork of the U.S. Army. Using military-replica javelins, mortars, unmanned aerial vehicles (drones), and the mule + jugs machine, participants worked together with soldiers to successfully complete the mission.
Guests left the experience with a clear message: the Army helps you achieve the impossible and reach your full potential.
Wins: A successful Impossible Shot activation delivered the following results*:
81,500 on-site impressions
1,127 engagements
774 leads
NCAA March Madness, 2023
Celebrity partnership: Grant Hill, former professional NBA player, and Marshall Plumlee, former professional NBA player.
We transformed our audacious experience through various iterations, including the Impossible Shot for NCAA 2023, the Impossible Shot 2.0 for NCAA 2024, and the Impossible Kick for SEC 2024.
The Impossible Kick features 40-foot-tall goal posts just 6 feet apart. Players step up to a touch-screen-controlled, football-firing Towed Mortar and face off against a rival to see who can score the most kicks in a 40-second duel.
For Impossible shot 2.0 we built two massive Pop-A-Shots using Army artillery to launch basketballs 55 feet to a 20-foot-high hoop—more than twice the NCAA’s 22-foot, 1.75-inch three-pointer. Fans battled side-by-side.
U.S ARMY:
The House of Possibilities
We crafted an immersive brand experience for the NCAA March Madness Women's Championship that was nothing short of epic. The "House of Possibilities" plunged attendees into the thrilling sights and sounds of real U.S. Army missions. With three cutting-edge, immersive rooms filled with state-of-the-art technology and practical effects, we went beyond the typical photo op, making everyone feel like a true, badass soldier.
Visitors walked away seeing themselves in a whole new light, realizing they were capable of more than they ever imagined. It wasn't just about changing perceptions of the Army; it was about transforming how they saw themselves.
Celebrity partnership: Grant Hill, former professional NBA player.
NCAA March Madness, Women’s Championship, 2023
