Bags of Attitude

Young teens who signed up to Camouflage, The Army's nurture programme received a quarterly limited edition Army life magazine with 'teenager' survival goodies inside. To keep the magazine and the Army interesting to them we talked to them in their own edgy language and delivered the quarterly DM in unexpected ways.

Results

14% of Army enlistments for 2007 came from our Camouflage programme.

DMA Silver Customer Loyalty.

• Creative, Art Direction, Design, Typography, DM