Military families know a level of change most of us never experience: new towns, new schools, new homes, and the constant pressure to create stability for their children. Our campaign positions Great Wolf Lodge as the one place that stays familiar, no matter where military life takes them. Inspired by the emotional truth that military kids collect “home” in moments rather than places, we built a fully integrated concept that honors their resilience while offering comfort, continuity, and fun. Through a print campaign that rewrites classic military abbreviations with GWL’s playful spirit, an interactive “We’ve Got Your Back-pack” care package system that keeps families connected across distance, and a radio spot that captures the energy of kids taking command of their weekend, Great Wolf Lodge becomes more than a getaway; it becomes their homebase.
CW: Kendall Harris AD: MK Gunn
