Best Government Integrated Ad Campaign

We discovered that our audience wanted to make a hands-on contribution on the world, and that they wanted a truly immersive experience to connect with people and share cultures. And yet, when multicultural millennial males considered the 2-year commitment that the Peace Corps demands, it was the fear of missing out and falling behind that kept them from applying. They were concerned about deviating from a traditional career path and falling behind their peers. To convert these fears into opportunities, we came up with a campaign encouraging potential Volunteers to “Do the Unexpected.” This campaign allowed multicultural millennial males to challenge the norm and leverage their desire to do something greater, with the Peace Corps as their partner.

Contributors:

Senior Vice President, Ogilvy Washington:	Carrie Dooher
Senior Vice President, Ogilvy Washington:	Russell Hayer
Vice President, Ogilvy Washington:	Madeline Sanchez
Director of Paid Media, Ogilvy Washington:	Drew Whang
Art Director, Ogilvy Washington:	Nasreen Qureshi
Senior Producer, Ogilvy Washington:	Adrienne Polk
Designer, Ogilvy Washington:	Nicole Ouellette
Copywriter, Ogilvy Washington:	Sim LeCompte
Senior Account Executive, Ogilvy Washington:	Tasha Prados
Account Executive, Ogilvy Washington:	Abigail Tufts

OGILVY WASHINGTON

Location: United States