• My basket
  • Your Shopping Basket is empty.

Total — £ (ex. VAT)

Start Thinking Soldier

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.

Register Now to
Keep Reading

Once registered you will have access to this article and all other features, access our archive and case studies, be able to submit your work to us and receive our newsletter if opted-in.

Register Now
Why Register? Swipe to hide

Why Am I Being Asked
to Register?

We'll ask you to provide a few details about yourself, your current role and what you do. We won't share your information with other parties and won't spam your mailbox.

This site contains over 50 years’ of award winning work, articles, interviews and case studies. Register to gain full access to everything.

Are you credited on this winning entry?

If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

Please don't check this box.

We have placed cookies on your computer to help make this website better.
You can change your cookie settings at any time. Otherwise, we'll assume you're OK to continue.

Don't show this message again