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

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.