We’re honored to announce that our holiday video We Believe: It’s More Than Just a Toy was awarded a MarCom Gold Award in the Government and Corporate Image categories.
MarCom is one of the oldest, largest, and most respected creative competitions in the world—in 2019 there were more than 6,500 entries from the United States, Canada, and 18 other countries. Entries are judged by marketing professionals and awards are based on examples of work that exceed high standards, set new benchmarks, and shape industry trends.
When we created the We Believe campaign, our goal was to highlight just how critical to everyday Navy life the Navy Exchanges (NEX) are. These stores, which sell items like clothing, toys, and more to Navy sailors and their families, provide a sense of normalcy and comfort when spouses and parents are deployed.
In our video spot, we follow a little boy whose mother is deployed. While shopping with his dad at the Navy Exchange, he sees a Wonder Woman doll that reminds him of his mom. A sympathetic cashier tells him that his mom will be able to hear anything he tells the doll, and he begins talking to Wonder Woman as he goes about his days. Together, his dad and a NEX employee conspire to deliver the messages he conveys to the doll to his mom overseas, including one very important wish.
In addition to millions of impressions and video views, the video caught the OG Wonder Woman’s attention and her enthusiastic re-tweet secured press mentions in the Hollywood Reporter and Yahoo Entertainment.
Warner Brothers even dispatched a Wonder Woman character to the homecoming of the aircraft carrier, the USS Harry S. Truman, in Norfolk, Va.
We are so grateful to the Navy Exchange for trusting us with their holiday messaging. Thanks to MarCom for recognizing us and the wonderful work of the Navy Exchange!