We were thrilled to lead the creative vision for the Irish Defence Forces recruitment campaign. From concept and social media look and feel, to van graphics and everything in between, this was a project that asked us to think across every place a person might encounter the message.
A campaign, not a single asset
Recruitment is rarely won with one advert. It is won across a journey, in the moments a potential recruit sees the brand on their feed, on the road, and everywhere in between. So we approached this as a campaign rather than a set of disconnected pieces.
Our role was the strategy, the creative direction, and the execution around the whole thing. We set the look and feel, defined how the message should carry across formats, and made sure every touchpoint felt like part of the same idea.
The video series itself was brought to life by the talented team at Hedgehogs vs Foxes, while we handled the strategy, creative direction, and execution that surrounded it. Knowing where your strengths sit, and partnering well where another team can add value, is part of doing big campaigns properly.
A unified vision across touchpoints
The discipline here was consistency. A social-first audience and someone passing a branded van on the motorway should come away with the same impression of the brand, even though the format is completely different.
That meant building a flexible system: a look and feel strong enough to stretch from a phone screen to a vehicle wrap without losing its identity. One campaign. Multiple touchpoints. A unified vision.
Why it worked
Campaigns like this succeed when the thinking is done up front. By setting the strategy and creative direction first, every individual asset had a clear job and a clear place in the wider picture. Nothing felt bolted on, because nothing was.
It was a privilege to work on a campaign with this kind of reach and purpose, and to help shape how the Defence Forces showed up to the people they were trying to reach.
