The British Army
The Brief
This brief was all about encouraging young people to consider joining the army. People don't misconstrue the army to be all about the front line soldiers as much as they used to. Decades of advertising from them, The RAF and The Royal Navy have set the opinion straight on this matter.
The main idea here was to promote the outstanding work they do all over the world. From protecting our country to the humanitarian aid they provide all over the world.
The aim was to create a copy led campaign that would inspire with just a few words. Short, snappy and significant. Something that will resonate with the audience and promote the feeling of pride to help inspire them to make the leap.
This was aimed at young people on a whole, to inspire those already considering all the way to those who had never given it more than a brief thought.
The Solution
"This is Your Normal" a campaign to highlight the idea that the army isn't the last option, and there is a place for everyone. We also wanted to make it seem normal, and not just revolve around the idea of the army being a front line job.
The Campaign
The most necessary line was to incorporate the slogan Be The Best that they have been using for past campaigns in recent years whilst also creating our own. Our line to link it together is This Is Your Normal. Highlighting the extraordinary things you can do, and places you can go to whilst signed up.
To keep this campaign on brand with the rest of their most recent advertising we followed the same sort of structure and template. Keeping it neat and attractive.
Our placement would revolve around places where the possible applicants will frequent. Including public transport, online and in college areas.
