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By Stephen Lepitak, -

May 20, 2013 | 2 min read

A recruitment TV campaign for the Army aims to encourage 10,000 new soldiers and officers to ‘Step Up’ and join over the next year.

As well as attracting new recruits, the campaign, developed by JWT London, also aims to dispel the misconception that the Army is not currently recruiting, featuring a pair of army boots and the potential journey taken by a new soldier.

Initiatives will also take place at recruitment clinics at nearly 400 locations across the UK, having seen a partnership launched Jobcentre Plus that will include Army jobs advertised within job centres.

The campaign will begin from today (20 May) and will direct people to seek further information on the Army's recruitment website.

Creative agency: JWT London

Executive Creative Director: Russell Ramsey

Creative Director: Adam Scholes

Creative Director: Hugh Todd

Art Director: Giles Hepworth

Copy Writer: Bill Hartley

Creative Technologists: NA

TV Producer: Carley Reynolds

Planner (creative agency): Neil Godber

Global Director in Charge: Pete Womersley

Account Director: Nick Manson

Media agency: MediaCom

Media planner: Shamista Rajaratnam

Director: Simon Ratigan

Production Company: HLA

Editor: Adam Spivey @ The Playroom

Sound: Sam Ashwell @ 750mph

The Army

Content created with:

JWT London

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