Product: Army Officer graduate recruitment
In brief: Target graduates and let them know about a career as an Army Officer.
Making a short story long: Graduates are probably the most in-demand sector in the employment industry with everyone from McDonalds to McClaren wanting the very best grads. We needed to not just make the Army stand out, but also become an appealing choice.
We did this by comparing it directly to their other choices – namely working in an office. Those choosing a career in the Army wouldn’t just find adventure, but also responsibility and leadership at an accelerated rate. The boot polish? That was originally a brief for a website.
Media: Print, digital, ambient