'Sea to Stars' for the U.S. Navy by Y&R NA

The U.S. Navy is introducing a new brand identity, tagline and creative campaign built to reach centennials and Gen Z. Created by Y&R North America, the first wave of the campaign—including the new "Forged by the Sea" brand platform – will launch at the Army-Navy game on Dec. 9. The new brand platform titled, "Forged by the Sea" refers to both the organization and its recruits. "Sea to Stars" will air on CBS nationally, as well as on the video screens in the stadium. The launch will include print, commercials during the radio broadcast of the game, digital signage throughout the stadium and OOO on billboards, bus wraps and subway advertising in Philadelphia. The Navy Parachute Team, the Leap Frogs, will carry "Forged by the Sea" banners as they parachute into the game before kickoff. There will be social media initiatives surrounding the game, including AR filters, and a Facebook Live Army-Navy gameday show called "Sea It Live." The media strategy is comprised of digital, TV and print to generate wide awareness of the new Navy brand amongst important audiences—from veterans, to active service members, to potential recruits.

Credits

Y&R NORTH AMERICA
Chief Creative Officer
Executive Creative Director
Senior Copywriter
Art Director
Executive Director of Integrated Production
Executive Producer
Executive Producer/ Head of Music
Freelance Music Producer
Senior Business Manager
Account
Global Client Lead
Account Director
Account Executive
VML
Copywriter
Art Director
PRODUCTION COMPANY
MJZ
President
Director
Executive Producer
Director of Photography
EDITORIAL COMPANY
Work Editorial
Editor
Senior Cutting Assistant
Assistant Editor
Executive Producer
MUSIC COMPANY
HUMAN
Composer & Creative Lead
Producer
SOUND DESIGN
Trinitite Inc.
Sound Designer
POSTPRODUCTION COMPANY
MPC LA
Creative Director
VFX supervisor, lead compositor
CG Lead
Colorist
Color Producer
Executive Producer
Producer
Production Coordinator
AUDIO HOUSE
Heard City
Engineer
Managing Director
Title
Y&R NORTH AMERICA
Chief Creative Officer
Executive Creative Director
Senior Copywriter
Art Director
Copywriter
Art Director
Executive Director of Integrated Production
Executive Producer
Executive Producer/ Head of Music
Freelance Music Producer
Senior Business Manager
Account
Global Client Lead
Account Director
Account Executive
PRODUCTION COMPANY
MJZ
President
Director
Executive Producer
Director of Photography
EDITORIAL COMPANY
Work Editorial
Executive Producer
Editor
MUSIC COMPANY
Executive Producer
Senior Producer
Composer
SOUND DESIGN
Henryboy
Sound Designer
Producer
POSTPRODUCTION COMPANY
MPC LA
Creative Director
VFX supervisor, lead compositor
CG Lead
Colorist
Color Producer
Executive Producer
Producer
Production Coordinator
AUDIO HOUSE
Heard City
Engineer
Managing Director