Austin-based GSD&M brought home a Silver Lion in the Digital Craft Category for AirForce.com at the 2016 Cannes Lions Festival, the largest international celebration of creativity in communications. As the lead creative agency for the U.S. Air Force for 15 years, GSD&M designed the site to be an intuitive and a personalized platform that inspires, informs and helps recruit the next generation of Airmen.
“A Cannes Lion is the most coveted accolade to earn in our industry,” said GSD&M’s Chief Creative Officer, Jay Russell. “The work at Cannes this year has been inspiring; more than past years, it focused on creativity and effectiveness—a direction the industry has been heading in for some time. To be among this group of global agencies who have achieved both requisites was an incredible moment for GSD&M,” said Russell.
The U.S. Air Force is a leader in leveraging innovative ideas to better enhance recruitment efforts. To achieve the Air Force’s mission of speaking to users in unique ways through its website, GSD&M re-designed AirForce.com to listen and respond to each unique user, offering a customized experience for everyone. It asks questions and with every answer received, its content changes with new images, headlines, and copy. Early on the in the recruiting process, this helps users determine if the Air Force is the right career path for them.
With a modern and sleek aesthetic, AirForce.com uses state-of-the-art digital recruitment in order to reach the new digital age generation. With this level of personalization, the conversion rate of applications from AirForce.com has improved by 60 percent since its launch in early 2016, and has also earned AirForce.com digital accolades including Awwwwards Site of the Day, FWA Mobile Site of the Day, FWA Site of the Day, The SoDA Report, and now, a Silver Cannes Lion.