LADbible x The British Army / Branded Content / 2019 Recruitment Campaign

How do you engage and encourage 16-24-year-olds on social media to consider the Army as a diverse and viable career choice?

By dispelling the myths and negative preconceptions about military life using branded content on one of the biggest social media publishing platforms in the world. Showing how transferrable skills from passion points such as food, tech, gaming, and music can lead to a long and rewarding career in the British Army.

The British Army – Foodies

To attract food lovers, we enlisted the help of Great British Menu’s James Cochran and challenged him to make tasty street food using Army ration packs. With the help of three serving Army chefs, James had to create a menu of delicious dishes to be served at Boxpark Shoreditch in trendy East London to its more discerning residents! Could he do it? The video received over 2 million views from foodies who wanted to find out.

The British Army – Techies

To attract gadget-lovers, we took three techie influencers and turned their love of tech against them as the British Army used the latest drone and infrared technology to hunt them down in the dead of night. The video received over 2.2 million views from techies wanting to join the hunt.

The British Army – Gamers

To appeal to gamers, we got three influencers to try out a top-of-the-range VR Army battle simulation. Then we challenged them to do the same exercise IRL to see how well their gaming skills transferred to life out in the field. The video received over 2.2 million views from gaming fanatics who tuned in to see the outcome.

The British Army – Creators

For our audience of creatives, we got a soul singer to collaborate with Army Musicians on one of his songs. We also created a set of stories for Instagram and Snapchat that demonstrated how professional and inventive Musicians in the Army can be. The video received over 40k views.

Role: Lead Creative (Concepts, Art Direction, Story Treatments and Scripts)

Agency: Joyride (LADbible Group’s Branded Content Agency)

Creative Director: Nick Tebbut

Director and Producer: Dave Best

Head of Video: Sacha Kari