Start Thinking Soldier
Start Thinking Soldier was the culmination of almost eighteen months of work, trying to create a new way of communicating with an audience that was no longer interacting with traditional advertising channels. I think I even left the office for half an hour at one point.
The campaign utilised gaming technology to reach out and spread word of mouth. It did the job, and the Army hit their recruiting targets for the first time in 12 years.
The campaign won multiple awards.