Capita for the British Army: Who dares wins – An unexpected approach to army recruitment

The British Army, a land warfare force, connected with youth in Britain to drive up applications by reframing opinions of the "snowflake generation".

Campaign details

Brand: British Army Client: British Army Agency: Karmarama


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.