United States Coast Guard
When the U.S. Coast Guard set out to redefine its national recruiting strategy, it didn’t need just another slogan—it needed a signal. A message that could cut through the noise, resonate with high-caliber minds, and inspire a new generation of mission-driven talent.
The Brief
Secure interest. Spark identity. And win the 5-year, $50 million national recruiting contract. All while positioning the Coast Guard as the elite, STEM-forward, globally relevant force it is.
The Big Idea
GPS coordinates.
Simple. Elegant. Universal.
We launched a campaign that embedded location data directly into the visual language—placing the Coast Guard’s mission anywhere in the world, from open ocean to remote disaster zones. But this wasn’t just about latitude and longitude. It was about positioning—challenging recruits to ask: “Where are you right now, and where are you going?”
This narrative of purpose, precision, and global reach landed hard with the target audience: tech-savvy, impact-driven STEM students looking for something bigger than themselves.
The Execution
From digital to experiential, the GPS campaign became a unifying thread across recruiting activations—elevating the Coast Guard’s story with clarity and conviction. Branded touchpoints invited engagement. Coordinates sparked curiosity. And every element of the campaign pointed to a singular call to action: Find your purpose. Plot your path.
The Results
The campaign didn’t just resonate. It won.
$50 million, 5-year national contract secured.
Recruiting goals met across critical STEM and officer pipelines.
A 2-year, $13 million extension followed—cementing the campaign’s status as the creative and strategic backbone of U.S. Coast Guard recruiting.
The Legacy
More than a campaign, GPS became a compass—guiding the next wave of Coast Guard recruits toward lives of meaning and mission. It proved that when creative ambition meets strategic precision, the results are undeniable.
