British Army - Show Yourself

Social insecurities about one’s individuality are barriers to considering a career in the Army. Our aim was to get people to embrace diversity and encourage recruits to come forward as who they want to be. Not to hide their identity. For this Campaign, we showed a diverse group of people their fit in the Army by respecting and celebrating their individuality.


Copywriter: Conrad Haddaway

Copywriter: Tommy Lai

Art Director: Sherwin Teo

Interactive video concept: Whichever soldier is found first will stand up, reveal their location and then remove the camouflage. Revealing their true identity. The intention is to either use this as an interactive pre roll or on a large touchscreen as a public activation.

Print Campaign.

Snapchat Filter Concept.

D&AD Newblood Pencil Award 2017