Swedish Armed Forces: Who Cares?

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?

DDB Stockholm

Advertiser: Swedish Armed Forces Brand: Swedish Armed Forces Country:Sweden



There were two main objectives for the creative work:

  1. To change the perception of The Swe

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