Agency: | Author: Andy Davies |
British Army: Be the best
The 'Be the Best' campaign for the British Army has won more than 20 major creative awards in the last two years. These range from eight silvers at D&AD, to first at the Direct Marketing Awards, to Microsoft's 'Website of the Month'.
It's the same idea, the same tone and style throughout all media, just brought to life for each channel.
'The best' as a strategic thought is one that can get a groan for being flat and flabby.
However, this paper seeks to demonstrate how planning got...