Swedish Armed Forces: Who Cares?
DDB Stockholm
Advertiser: Swedish Armed ForcesBrand: Swedish Armed ForcesCountry:Sweden
Objectives
MAIN OBJECTIVES OF THE CREATIVE WORK
There were two main objectives for the creative work:
- To change the perception of The Swedish Armed Forces in order to attract the new individuals in the widened target group – The "World Improvers".
- To attract a sufficient amount of applicants to the current round of basic military training.
1. CHANGING THE PERCEPTION OF THE SWEDISH ARMED FORCES
The Swedish Armed Forces (The SAF) have undergone a massive change in the last few years,...