The British Army wants to recruit more young people, so what better way to attract them than by getting into their minds?
In a world that offers short-term bursts of confidence from social media "likes" and material goods, Karmarama has come up with a great idea to offer an alternative that could provide more long-lasting confidence. At the same time, the work highlights the negative impact of influencer culture.
The strategic mind behind this work should be applauded. It is a clever campaign that has been well-thought-out and an improvement on last year's "Snowflakes" recruitment drive, which took a more cynical view of young people.
Client Nick Terry, chief marketing officer, recruiting partnering project, Capita and British Army
Title Army confidence lasts a lifetime