TOY  SOLDIERS
BRIEF:  Specialist Officer recruitment
MEDIA: OOH Paste ups & print

With over 40 different careers available, there’s more to a life in the NZ Army than you may think. Using the device of toy soldiers to turn the stereotype on its head, we reached out to specialized recruits.

SANS  LOGOS
BRIEF:  Psychologists, Intelligence Operators & Medics recruitment
MEDIA:  Half page newspaper

To recruit Psychologists, it was our task to get inside the heads of those who like to get inside people’s heads. Potential Intelligence Operators had to decode our message, and future Army Medics were asked some questions they might not face in their current day-to-day roles.

TETRIS
BRIEF:  Specialist Officers recruitment
MEDIA:  OOH Paste ups & print 

If you can strategize and lead under pressure, you might have what it takes to be an Officer in the NZ Army.

HAVE  YOU  GOT  WHAT  IT  TAKES?
BRIEF:  General recruitment    
MEDIA:  TV 30 sec

If you have keen observation skills, the ability to make decisions under pressure all while looking out for a team, you could have what it takes to be in the NZ Army.

COULD  YOU  PLAY  FOR  REAL?
BRIEF:  Soldier recruitment
MEDIA:  Cinema foyers & malls

An custom-built video arcade game tested player’s reactions and challenged potential recruits with this question: COULD YOU PLAY FOR REAL? Those with scores high enough were encouraged to enter their details to win a Land Army Vehicle (LAV) experience.

 THE  RESULTS

ARMY  RESERVES
BRIEF:  Army Reserves recruitment
MEDIA:  Adshells & posters

The excitement and adventure of a NZ Army part-time job and the tedium of most part-time roles 18-24 year-olds are offered, are beyond comparison.