Idea: Turn chaos into a call to serve.

For the last 235 years, one of the most prestigious ways to serve our country was in uniform. And among those uniforms one stood apart.

But just have todays battles have changed so too has the definition of service.

Millennial youth are more likely to define service as peace corps than Marine Corps.

The challenge was to create a campaign that appealed to millennial youth by showing the broad spectrum of threats - from terrorism to natural disasters - Marine’s face today while maintaining the hard-charging attitude the brand is famous for.

This campaign was based on the old Marine Corps saying, "Marines run toward the sounds of the guns." We changed "guns" to "chaos" to reflect that broad spectrum.

The campaign included a TV spot and a web series created using footage shot entirely by Marines on the front lines. Each video chronicled a unique mission - the battle of Marjah, the tsunami in Japan and the earthquake in Haiti - to show how Marines run toward the sounds of chaos with the courage and determination to silence it. 

See what the NY Times wrote:

http://www.nytimes.com/2012/03/10/us/marines-marketing-campaign-uses-chaos-as-a-selling-point.html