• D&AD Awards 2018
    Deadline 14 February
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  • Deadline 14 February
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Award: Graphite Pencil

Graphite Pencil / Direct / Integrated / 2010

How do you convince a typical 17-year-old that the army is a great career? Talk to them in a language they understand – gaming. The TV campaign, shot in the style of a first-person shooter, took the viewer on a mission. The correct answer to a task at the end of each spot unlocked more levels to the mission online. The user then took control of the action. Moving seamlessly between gaming and real footage, potential recruits were put through a series of challenges. The best competitors were invited to meet the army and compete for real. The advert ‘Girlfriend’, which is part of this campaign, was also selected in the Direct/Press & Poster category.

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