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BRITISH ARMY YOUR ARMY NEEDS YOU
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.
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5x 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






LaunchRadio
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WarehouseRadio
00:00 / 00:21
DaydreamerRadio
00:00 / 00:31
BikersRadio
00:00 / 00:31

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