Higher Standards
(Lower Funnel)

USAA
The Higher Standards platform didn’t stop at brand storytelling. We extended the campaign into targeted acquisition work that gave Gen Z prospects—especially those eligible through a parent or spouse—a practical reason to consider USAA. The campaign same promise became more direct: higher standards for the military community, translated into clear benefits, timely offers, and an easier path to join.



Credits
Sr. CW: Ben McCoy
Director: Matt Smukler
GCD: Tristan Espiritu
ECD Jordan Lipton
ECD: Bill Pauls
ACD: Mike Donahue
ACD: Conal Love
ACD: Tim Bunker
ACD: Blake Cleavenger
ACD: Nicole Shipman
AD: Helen Kwak
Sr. AD: Holly Mullinax
AD: Berly Hernandez
Sr. CW: Conrad Kissel

Awareness - Motion




Acquisition - Motion




Retargeting - Motion




All - Static
Awareness
Acquisition
Retargeting



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