Army x LADbible

Building a social-first recruitment centre for the social generation

 
CONCEPTING / CONTENT DIRECTION / ART DIRECTION

LADbible’s audience had an impression of the Army that was a little outdated. By building a social-first recruitment centre, we dispelled myths and misconceptions, and convinced our followers that the Army is far more than mud and orders.

We got our audience to ask the Army anything

We took to the streets to see if people could guess a soldier’s profession

We got to the bottom of style and appearance myths

And we challenged a professional drummer to keep up with an Army drummer

Campaign in numbers 🔥

47M impressions

143k traffic to Army jobs page

6PP overall consideration lift

Previous

Formula 1 – A customer experience that puts fans back at the heart of the sport
Next

Maille – Giving the classic mustard brand a new kick of life