Sep 10

GSD&M Brings Back ‘Aim High’ for the Air Force

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GSD&M has a new campaign for the Air Force, bringing back the slogan “Aim High,” after a fifteen year absence.

The campaign, entitled “American Airmen,” launched Monday with two spots and a website. In “New Frontiers,” Airforce Chief of Staff General Mark A. Welsh III becomes the first Air Force general to be featured in an advertisement. The 30-second spot seeks to inspire with a celebration of technological innovation from the Air Force, such as breaking the sound barrier, and space exploration. “America’s Future,” meanwhile, draws on U.S. Air Force Academy commencement speeches from former Presidents John F. Kennedy, Ronald Reagan, Bill Clinton and George W. Bush.

The campaign also includes online video content entitled “Barrier Breakers’ hosted on the Air Force website, and a multi-platform digital media buy, which will make the Air Force the first military branch to partner with PlayStation via a link on the PlayStation store menu. It will also make use of mobile advertising platform TapJoy and Spotify, where “users will view ‘Barrier Breakers’ video content while a custom playlist generator suggests music based on their current selections.”

The campaign arrives as the Air Force faces bad publicity for its decision to deny reenlistment to an atheist airman for refusing to sign an oath including the phrase “So help me God.” (more…)

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Oct 02

GSD&M, Welikesmall Make Science Look Cool for U.S. Air Force

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Yeah bitch, science!

If you’ve been paying attention to education in this country, you probably know that U.S. students aren’t stacking up so great against students around the world. They’re currently ranked 25th globally in what educators have taken to calling STEM: science, technology, engineering and mathematics.

In an attempt to get more students to pursue careers in science and technology (other than meth manufacturing), the U.S. Air Force teamed up with agency GSD&M to create a project called the Air Force Collaboratory, described as “an online educational platform that pairs students with Air Force experts to tackle three unclassified military projects.” The projects include a prototype technology to rescue people trapped in collapsed structures, determining where to launch the newest GPS satellite, and designing the next generation of unmanned aerial vehicles.

GSD&M partnered with interactive design consultancy Welikesmall to create video content from three Air Force bases, including Air Force Space Command — one of the most restricted-access areas in the country. Using video, including shots captured by crawling through debris in simulated earthquake conditions, GSD&M and Welikesmall created an informative and engaging video. They make science and technology seem kind of cool, not always an easy feat. The video was lacking one crucial piece though: Bill Nye.

Welikesmall also created a social media network that allows the Air Force to constantly update the site with new content, projects and notifications. They even turn the project into something of a game, with users able to see how their ideas rank against their peers. It will be interesting to see what new ideas emerge from this endeavor. Credits after the jump. continued…

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