DOOHA Finalist: LM&O Advertising Citizen Solider
Best integration with original content
The Army National Guard "Warrior" creative features a song written by Kid Rock, footage of ARNG-sponsored Nascar driver, Dale Earnhardt, Jr., and videos of soldiers. The audience is engaged with three interweaving stories: Kid Rock performing, Dale Earnhardt Jr. speeding around hairpin turns, and an ARNG soldier performing his duties. Coupled with National CineMedia lobby promotional elements, this message reached millions of moviegoers across America last year.