CAMPAIGN DIRECT AWARDS 2001: The Yahoo! UK & Ireland Award - Best Use of Permission Marketing


Title: Pencil (camouflage)

Agency: Saatchi & Saatchi

Creative Director: David Droga

Art Director: Kayode Allen-Taylor

Copywriter: Louise Murray

Account Supervisor: Stephen Cortlett

Client Company: COI Communications/The Army

Desk Officer For Officer Recruitment: Major Gavin Grant

The challenge was to make the Army sixth form colleges more attractive

than any other kind of further education. Initially, a series of

postcards showed other uses for familiar pencil case contents -

including a pencil, showing how lead and water make "camouflage". Then a

pencil was designed (with a response code for tracking results) and

distributed by Army Careers Advisers.