Find Your Role

The British Army recruits people with a different kind of weapon: words.

The majority of people think The British Army only has combat roles, and we needed to prove them otherwise. This headline-driven campaign tells that everyone—no matter their gender, occupation or origin—can find the army job that suits them best.

Awards: D&AD New Blood Graphite Pencil (copywriting brief.)

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Art directors: Pere Suana Viu, Myeongseok Cheon.