CAMPAIGN DIRECT AWARDS 2001: Best Use of Art Direction

SILVER AWARD

Title: Operation Kenya

Agency: Saatchi & Saatchi

Creative Director: David Droga

Joint Creative Team: Andrew Fisher, Dave Askwith, Dave Hobbs, Richard

Stoney

Account Director: Thea Tetley

Client Company: COI Communications/The Army

Desk Officer for Officer recruitment: Major Gavin Grant



Army cutbacks in 2000 saw a switch from TV recruitment ads to this

competition which offered a prize of seven nights training with the Army

in Kenya.



The small print rules became central to the idea, with Army rules like

"entrants with a fear of lions, rhinos and snakes should immediately

reconsider." 13,484 entry forms were handed in and 2,649 downloaded from

the Army website.



80 per cent requested a brochure.



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Art Director: Chris Martin

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Senior Marketing Manager: Martin Chillcott





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