British Army Recruitment: This is Belonging
Matthew Waksman and Nick Terry
British Army Recruitment turned around a dangerous recruitment shortfall and helped safeguard national security with its 'This is Belonging' campaign which convinced more of the British public that they belong in the army.
Campaign details
Agency: Karmarama
Summary
If anyone should know you can't beat the enemy by aping the enemy, it's the army.
This is a story of how a selfless collaboration between strategy and creative helped the army to stop acting like every other recruiter...
