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For 2019, we continued the Army’s ‘This is belonging’ campaign by showing how the Army doesn’t see young people in the same negative way society does.


We redesigned the iconic WW1 Lord Kitchener poster to overturn negative stereotypes given to this generation. Designed to start a conversation, they gained international media coverage and got our target audience talking.


Also as part of the campaign, we made radio ads with the same purpose, but focusing more on society’s preconceptions of various young people rather than their stereotypes.

Awarded 5x Bronze Cannes Lions 

Ad Age Editor's Pick

Ad Forum Ad of the Day

Lürzer's Archive Print Ad of the Week

Creativebrief BITE Hot Pick

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