Campaign details
Brand: British Army Client: British Army Agency: Karmarama
Summary
Army recruitment is one of the oldest briefs in advertising. You probably think you know this story already.
But we're going to show you how we tackled an age-old challenge with an unexpected new strategy. Because with higher targets but no extra budget to meet them, we knew we needed to think differently to win.
By combining an enduring truth about the Army with a modern insight about Britain today, we found a fresh strategic approach to recruitment.
In a world where our audience were under attack...