Being inclusive has never been more important. The campaign seeks out inclusivity, because the ability to see the best in all people is what makes Britain, Great Britain. Dear British Army is a campaign based around a letter, based around an idea, based around this insight. Be the Best has long been the calling card for the nations Army, and we made one simple addition: Be the Best, whatever that best may be. We want to push the idea that it's not the Army that comes up with the definition of what's best, but you yourself.
- Miami Ad School New York
- Vanderbilt University
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