When graduates are handed leaflets and flyers at recruitment fairs, they’ll smile politely before dropping them in the nearest bin – so we needed to create something that the recipient would want to keep. From a copy perspective, the overall size of the final piece meant that copy had to be tight and straight to the point. Finally, whatever we created, had to be relevant and fit in with the rest of the campaign – one which compared the excitement of life as an Army Officer with the mundanity of a typical, civilian career.

Few organisations have a unique icon such as the Army boots. By utilising this in an Officer-focused direct campaign of press ads, digital display advertising and ambient collateral, we were able to produce work that simply could not be run by anyone else.

With a single search term as the call to action for all Army collateral, it’s hard to gauge which part of the campaign directed potential recruits to the website. However, as the polish tins were given out face-to-face, feedback from events has proven very positive – and we’ve seen an overall increase in people using the search term.