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The U.S. Navy is introducing a new brand identity, tagline and creative campaign built to reach centennials and Gen Z. Created by Y&R North America, the first wave of the campaign—including the new "Forged by the Sea" brand platform – will launch at the Army-Navy game on Dec. 9. The new brand platform titled, "Forged by the Sea" refers to both the organization and its recruits. "Sea to Stars" will air on CBS nationally, as well as on the video screens in the stadium. The launch will include print, commercials during the radio broadcast of the game, digital signage throughout the stadium and OOO on billboards, bus wraps and subway advertising in Philadelphia. The Navy Parachute Team, the Leap Frogs, will carry "Forged by the Sea" banners as they parachute into the game before kickoff. There will be social media initiatives surrounding the game, including AR filters, and a Facebook Live Army-Navy gameday show called "Sea It Live." The media strategy is comprised of digital, TV and print to generate wide awareness of the new Navy brand amongst important audiences—from veterans, to active service members, to potential recruits.