Army - Informed Choice
Copy led campaign for the British Army that would move their recruitment advertising in a completely new direction.
Many people have their own ideas and perceptions of what the Army is about and the implications of joining. This campaign meets these head on, is honest and draws attention to both the positive and negative aspects. Designed to cause a broader potential target market to stop and think. The result of using ‘shock and amuse’ will result in further attention being drawn to the campaign.