Delivering The Power To Change Viewpoints And Encourage Action: An Award-Winning Campaign That Shows How Creators Can Help Kickstart Culture Shifts

The British Army and Capita, as part of the Recruiting Partnering Project, wanted to challenge the perception of young people being known as ‘the snowflake generation’. So our campaign forced younger audiences to reflect on what it means to be a 'snowflake', unpacking the problematic nature of the term.

To achieve this, we asked 7 creators, chosen for their unique creative abilities, to produce bespoke artwork for their Instagram channels. Further to their following, we boosted their content with paid advertising to reach a larger, more targeted audience that met the Army’s exacting target demographics. The campaign rebranded the insult (commonly thrown at millennials) and focused on how those seemingly negative traits in fact add value to The British Army. This creative spin achieved an industry leading engagement rate of 3.9%, hit 284,000 impressions and contributed to the Army’s best recruitment year for a decade since the Capita contract began.

This campaign received a Digiday award for the best influencer/ brand collaboration and helped the Army beat their recruitment targets for the first time in 8 years.