The Overwatch Project is committed to reducing veteran suicide by gun. They came to us for a campaign that reached vets like no other suicide-prevention campaign ever had. So we launched with an anthem film that glorified a bond that only vets understand, and followed up with OOHs and prints targeted outside military bases that speak to vets in a way only they can understand - their military code.
CODE TRANSLATIONS:
CHARLIE FOXTROT = Cluster Fuck
LIMA LIMA MIKE FOXTROT = Lost Like A Motherfucker
BRAVO ZULU = Well Done
FUBAR = Fucked Up Beyond All Recognition
WHISKEY ALPHA ROMEO = War
QRF = Quick Response Force
SNAFU = Situation Normal, All Fucked Up
WHISKEY TANGO FOXTROT = What The Fuck