British Army 'no fools' by Publicis

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An April fools campaign by Publicis for the British Army is aimed at encouraging people who have fun on April Fools but aren't fools to enlist in the Army.

The work features a striking visual of a figure ‘1’ made up of white type against a black background.

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Released: 01 April 2009

  • publicisarmynofools.jpg



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Project name
Army - No Fools


Colin Cook, Marketing Director, Army Recruiting Group & COI and Major Charlie Mayo, SO2 National Marketing


Use topical opportunities to remind the target market (and gatekeepers) of the need for quick thinking and decisiveness as an Army Officer


Gavin Kellett

Art directors

Claudio Pasqualetti and Paul Burch


Mike Wade

Media buyer




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