Campaign details

Agency: Karmarama


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 by creating a bold, new, unique positioning.

It's the story of how this positioning transformed the army from a last resort into somewhere ambitious talent want to belong.

In brutal terms, it's the story of how transformational thinking turned around a dangerous recruitment shortfall, and helped to safeguard national security:

  • Ambitious targets meant the army needed to recruit beyond classic army types
  • Research showed people felt good about the army but didn 't want to join
  • Creative and strategic collaboration cracked a powerful emotional insight
  • Completed applications leapt year on year and costs tumbled