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The British Army
Fortune favours the confident: A fresh approach to Army recruitment
RAN IN: UK
Karmarama, part of Accenture Interactive *Lead Agency
Rhonwen Lally, Planning Director
Cydney Chadwick, Senior Creative Producer
Rebecca Hunter, Executive Producer
Ben Honour, Producer
James Rooke, Creative Director
Adam Kean, Executive Creative Director
Ollie Greenwood, Account Director
Simon Wakeman, Head of Design
Meigan Brown, Creative Director
Tobias Owen, Creative Director
Georgia Middleton, Production assistant
Matthew Waksman, Planning Director
Nik Studzinski, Chief Creative Officer
Charlotte Farrington, Managing Partner
Nosisa Majuqwana, Producer
Will Bright, Account Director
Charlotte Allcock, Account Manager
Barbara Panuzzo, Associate Director
Sidney Draper, Planning Manager
Manning Gotlieb OMD
The Army needed new recruits, but as one of Britain’s oldest institutions trying to recruit the young generation Z, this was no simple task.
This campaign built relevance to the audience by showing that in a world where superficial promises of confidence surrounded them, but lasting confidence was hard to find, the Army offered something far bigger: Confidence that lasts a lifetime.
This new approach challenged category conventions, built audience relevance, and drove record breaking results.
By the end of 2020, Regular Soldier applications increased, proving that when it comes to marketing, fortune favours the confident.