| Title | ARE YOU IN? |
| Brief | The strategy of the French Army relies on the idea that young people are motivated to prove their abilities when others doubt them. By asking the direct question “Army. Can you do it?”, it challenges young people to join its ranks, empowering them and encouraging them to make an active choice. The campaign features raw, immersive, and authentic creations that faithfully reflect military reality and values. The films, shot on military grounds with real soldiers, use hyper-realistic imagery without embellishments to show military life as it really is, aiming to attract candidates who are fully aware of what to expect.An integrated campaign: the videos and visuals immerse potential candidates in the military adventure of the French Army. The print visuals tell life moments like a story, with taglines highlighting the unique nature of this profession and a signature concluding with a challenge. This approach pushes them to seriously consider applying and starting the recruitment process. The strategy also includes a digital and on-the-ground journey, with micro-conversations to guide young people in their decision-making. |
| Agency |
DENTSU CREATIVE
|
| Campaign |
Are you in?
|
| Advertiser |
Armée de Terre
|
| Brand |
Armée de Terre
|
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| Date of First Broadcast/Publication |
Subscribers Only
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| Business Sector | Subscribers Only |
| Story | Subscribers Only |
| Media Type |
Case Study
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| Art Director |
R..y B....rg Subscribers Only
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| Art Director |
E...ie B...et Subscribers Only
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| Director |
Va....in G...d Subscribers Only
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| Head of Production |
B...it S...r Subscribers Only
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| Photographer |
O..z Subscribers Only
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| Production Company |
B...h Pr......ons Subscribers Only
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| Producer |
T....an B...aud Subscribers Only
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| Post Production |
M...o L...is Subscribers Only
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| Post Production |
B...h Pr......ons Subscribers Only
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| Managing Director |
C...le P...et Subscribers Only
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| Project Manager |
M...on Ch......ard Subscribers Only
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| Art Director |
..u Sh.....ar Subscribers Only
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| Chief Executive Officer (CEO) |
N....el D...c Subscribers Only
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| Chief Creative Officer |
S�.....ien Z...ni Subscribers Only
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| Copywriter |
M..c S....gre Subscribers Only
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| Post Production |
R...in Gi.....re Subscribers Only
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| Strategy/Planning |
Al.....ra Ser......ony Subscribers Only
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| Strategic Planner |
Fr....�ric C...y Subscribers Only
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