Capita

Karmarama *Lead Agency

Rhonwen Lally, Senior Planner (author)
Matthew Waksman, Planning Director
Nik Studzinski, Chief Creative Officer
Adam Kean, Executive Creative Director
James Rooke, Creative Director
Imogen Tazzyman, Creative Director
Rebecca Hunter, Head of Broadcast
Charlotte Farrington, Business Lead
Will Bright, Account Director
Charlotte Allcock, Account Manager
Cydney Chadwick, Creative Producer
Simon Wakeman, Head of Design
Zach Speight, Mid Weight Creative
Harriet Wiltshire, Mid Weight Creative
Sacha Bull, Production Assistant

MediaCom *Lead Agency

Barbara Panuzzo, Associate Director, Planning
Deepali Songara, Associate Director, Business Science
Sam Veitch, Head of Business Science (UK Clients)

To meet ambitious recruitment targets in a competitive job market, we needed to raise awareness that the Army were recruiting, and show what the Army offered this generation that they couldn’t find elsewhere. In a modern-day Britain overlooking and undervaluing young people, the campaign challenged stereotypes put on our audience, and showed how the Army spotted their potential. The campaign earned reach of 4.8 billion in 1 week, increased awareness that the Army were recruiting to a 7 year high, and drove a 71% increase in applications after a month.