• Loading…

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.

Want more access to D&AD?

Join D&AD as a Free Member and you’ll be able to view winning work, enter the Awards, download New Blood briefs and get access to even more articles and videos.

Join for free I’m already a member

Are you credited on this winning entry?

There's a Pencil with your name on it. Drop us your details for further information about how you can order your 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