The Army's latest recruitment campaign tackles negative stereotypes about millennials and Generation Z to show how those perceived weaknesses are assets to the organisation.
Each ad spotlights young people such as a binge gamer and class clown who discover purposeful work and belonging when they join the Army. Posters, illustrated in the style of World War One recruitment ads featuring Lord Kitchener, overturn derogatory phrases such as "Snowflakes", "Me me me millennials" and "Phone zombies". The work continues the "This is belonging" campaign, which launched in 2017. It was created by Imogen Tazzyman, James Rooke, Harriet Wiltshire and Zach Speight, and the films were directed by Johnny Green through Anonymous Content.