NZDF - The "real" NZ Army

Every year the NZ Army faces the tough task of recruiting the right number of high quality youth into its ranks, youth whose perceptions of a career in the NZ Army have been shaped by unfavourable images of war in video games and films.

NZDF – The “real” NZ Army

Category: Single Channel Focus CampaignAgency: Saatchi & SaatchiAdvertiser: NZDF

SUMMARY

Every year the NZ Army faces the tough task of recruiting the right number of high quality youth into its ranks, youth whose perceptions of a career in the NZ Army have been shaped by unfavourable images of war in video games and films.

Our challenge was to break down these perceptions, increase relevance and engagement and lessen the gap between the world of potential recruits and the world of the NZ Army.

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