THE ALPHA OF DEFENSE

OSHKOSH DEFENSE

Oshkosh Defense makes badass military vehicles. But right now, they're portrayed as a sheepish Midwestern brand that's stuck in 2007. 

Our task? Reframe Oshkosh as a forward-thinking leader in warfare. We must differentiate the brand by giving it a personality and an edge. 

To do this, we tapped into the insight that Oshkosh vehicles are the strongest, smartest and most versatile vehicles in the industry.

So to introduce our vehicles, we positioned the JLTV as the "alpha of defense" by envisioning them as the most intimidating animal on the planet.