This recruitment campaign sought to change the perception of The Swedish Armed Forces (SAF) which, after the end conscription in 2010, needed to attract a target group of slightly older "World Improvers" (20-25 males and females), to augment its traditional target of younger "Adventure Seekers" (18-21 males).
Swedish Armed Forces: Who Cares?
Advertiser: Swedish Armed Forces
Brand: Swedish Armed Forces
MAIN OBJECTIVES OF THE CREATIVE WORK
There were two main objectives for the creative work:
- To change the perception of The Swe