In Spring 2012, JWT created a multimedia campaign for the United States Marine Corps. Their goal in mind was to portray a softer side of the Marines to the public. The ad depicts the Marines showing up guns in hand ready to go to battle, but it also shows the Marines bringing boxes that were labeled "Aid". This advertisement first aired during the college basketball championship game, and was the first of their multimedia campaign. The other parts of the campaign featured a documentary style video on their Facebook page showing real footage of the Marines doing disaster relief in countries like Japan and Haiti. They also completely redesigned their website Marines.com, and they came out with several print ads as well.
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