How we helped the next generation find confidence that lasts in the British Army

The British Army, a principal land warfare force, launched a recruitment campaign in the UK to show how the army offered a personal benefit to young people that appealed to their desire, not just for physical growth but personal growth.

Campaign details

Brand: The British Army Agency: Karmarama


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.

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