The Army 'start thinking soldier' by Publicis & Publicis Modem

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The Army is launching a recruitment campaign created by Publicis and Publicis Modem, that spans online, TV, radio, DM and print channels.

The campaign, which aims to engage 17-21 year olds, begins with a TV spot encouraging viewers to ‘start thinking soldier’ by presenting them with a dilemma: You need to invade a suspected explosives factory in the desert, what would you do?

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Released: 06 April 2009

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Project name
Start Thinking Soldier

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

Engage with significant numbers of individuals who might not have considered the Army before, by giving them the chance to find out more about themselves and what their potential might be, therefore encouraging contact and an ongoing dialogue.

Written and art directed by
Matt Anderson, Steve Nicholls, Jon Groom & Asan Aslam

Mike Wade

Media agency
Zenith Optimedia (through COI)

Media planner
Seb Mossop

Production company

Michael Geoghagen

 Kim Knowlton, COI

Leo King

Flash Development

Flash creative director
Louis Clement

Cut and Run and MPC

Audio post-production
750 MPH

Exposure national
TV, radio, press, online

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