The British Army
The Brief
This was a copy led brief and required us to promote army jobs as an attractive career option towards young individuals and to tackle misconceptions associated with being in the army. We also catered a few posters towards women and ethnically diverse audience as the brief instructed that as a requirement.
We were encouraged to bring out the message in the copy as opposed to any visual aspect in the campaign through short sharp copy or alternatively tell stories. The campaign target audience is aimed towards young people from all parts of British society.
The Solution
"This is Your Normal" is a campaign to highlight the idea that joining the army isn't the last resort and there is a place for everyone. We also wanted to challenge the stereotype that the army is just a frontline job.
What was Essential
We need to present three to four executions of our campaign idea through either a single media channel or to go integrated and advertise across a range of touchpoints.
As this is a copy led brief it is essential for the words to lead the creative idea and all the work must include the brand strapline "Be the Best".
The Idea
We decided to go for simplistic copy that portrayed a message in a concise way that appealed to the target audience. We followed a similar style to a previous campaign as the brief wanted us to keep in line with the brand ideologies.
The simple two word messages fall in line with our tag line creating a compact, simplistic campaign that portray clear messages to the target audience.
We ran with the line "This is your normal", this was to try and emphasis that a career in the army is different, exciting and the complete opposite to what you might consider as 'normal' in another career.
These are some examples of where the advertisements could be placed and how they would look in a real life scenario. We believe that our target audience would be likely to travel on public transport hence the adshel poster, we also want to place the posters in urban ares to try and cover as much of the target audience as possible.
We also created a GIF so our campaign became integrated with social media platforms. This allows our message to work across different media channels, therefore hitting our target audience of young individuals, while still keeping a strong message throughout.
