Recruit newly graduated students that have the potential to become an officer in the armed forces via qualifications gained whilst studying.
Initially I decided to tackle the brief by creating posters that where aimed at people who had good qualifications but where being under estimated in their current job (these posters are below).
The posters where designed to initially deceive the viewer as you can’t really tell what the shapes are in the background but upon logging onto the web site shown on the posters and seeing that the poster is actually an advertisement for the Armed Forces the viewer would be able to put two and two together and realize what the shape in the background was for instance the tank or the plane which relates to the marines and the RAF.
The Adshel would be fitted with a motion sensor and as a person got closer they would activate it. The light would then switch on from behind the poster and beam the typographic layer through the camouflage.
The target audience would keep seeing the camouflage pattern pop up around town and city centres when they would then eventually see the billboard which will also be somewhere around town or within the city.
The web site is kind of like a puzzle and above you can see that you make your way through with ease by clicking on the button to view the next set of information. The reason for doing was to give the audience a sense of direction within the web site.
Upon reaching the end of the information the user then has the option to send off for an information pack. This would then explain in more depth the process of becoming an Army Officer.
Upon logging onto: www.jointoday.co.uk on your smart phone you would be asked if you wanted to download the App from the App store. This would give the viewer a much easier viewing experience.
The Army Officer design would be on the front of the poster and the information diagram would be on the back. The reason for the poster is that I hope the user will stick it up in there room or somewhere else with it being nicely designed rather than receiving an information pack and dumping it in a cupboard after reading it once.
From left to right: Army, RAF, Navy & Marines