The LAF Hero app was created to bridge the gap between the military and civilians. It contains both information and entertainment: fun short games centered around the army and news sections; quizzes, facts and literature.
The task was to create a campaign around the app to get more people to download it. In the same spirit as the entertainment value the app provides, the campaign was meant to get people engaged with the idea of the army through marketing stunts, billboards and social media buzz.
Video summary of presentation deck
Ambient
Ambient
Illustration by Fouad Mezher
