Campaign details
Brand: The British ArmyAgency: Karmarama
Summary
The brief for Amy recruitment is an intimidating task for any strategist.
With the nation's security and tax-payers money at stake, the pressure to succeed is huge.
And as one of the nation's oldest institutions trying to recruit the young generation Z, it's no simple task.
When the brief for the Army's 2020 recruitment campaign landed, we felt the familiar niggle of selfdoubt that plagues so many strategists.
'Will this be the time we're finally 'found out'?' the imposter-syndrome-gremlins asked.
This is a story of how strategy used the...