Our campaign focus for the Army Jobs & Trades Fair showed there was more to joining the Army than simply being a soldier. Through a series of portraits, highlighting key support roles the creative provided an opportunity to show the Army as a rewarding career option.
With the Army Careers Exhibition being the largest in their calendar of events, we needed a bold campaign that would highlight the prospects associated with joining the army, as well as drive people to the event.
We highlighted the key values that the army can provide, Pride, Purpose and Opportunity. The use of bold, graphic imagery plays on the gaming theme helping us produce a targeted campaign. The campaign will run across a variety of outdoor and will be supported by radio and tv – highlighting the kit that will be on show at the event.
Following on from the major contribution Irish regiments have made on overseas operations, the British Army commissioned a dedicated Northern Ireland TV recruitment commercial featuring real soldiers from Irish regiments in authentic military scenarios in desert location. ‘In their own words’ the soldiers describe what it’s really like in documentary reportage style following the action. Training, personal development, bravery, professional trades, humanitarian aid, and promotional prospects in the Army are all covered with the take out that the Army take you as you are and help you to become ‘the best you can be’. Call to action is to telephone , text and web to hear more from the featured soldier – through further webfilm interviews.
Campaign runs from 4th May to end of 2009 on GMTV, UTV and Channel 4.
Here’s a quick glimpse of our latest campaign for the Army. Keep an eye out for the full case study which will be online soon. We promise!
It’s always good to work with a brand that has clear values so our campaigns for the Army have been a real treat. It’s all about powerful photography and compelling copy. Great design and an eye for unusual media formats have also helped make this a very effective campaign. One ‘happy’ Army.