CAMPAIGN DIRECT AWARDS 2002: Best Use of Newspapers and Supplements

Title: TA/Grenade
Agency: Saatchi %26 Saatchi
Creative Director: David Droga
Art Director: Phil Clarke
Copywriter: Joel Bradley
Account Director: Paul Clarke
Client Company: TA/The Army
Head of Marketing/Recruitment Group: Mark Bainbridge
This campaign aimed to get people to take the first step towards joining
the TA by getting them to experience it. They turned the page, saw the
grenade and then realised that they'd just pulled the pin - something
every TA soldier is trained to do.