Toy Soldiers
Goal
Attract specialist recruits to the NZ Army.
The Idea
Most people think of the Army as combat first.
We used toy soldiers to challenge that perception, transforming a familiar childhood object into unexpected specialist roles that highlighted the breadth of careers available within the New Zealand Army.
The campaign rolled out across wild postings and print.
Sans Logo
Goal
Attract specialist recruits across psychology, intelligence, and medical roles.
The Idea
We turned the ads themselves into recruitment tests.
Psychologists had to interpret behavior. Intelligence Operators had to decode hidden messages. Army Medics faced uncomfortable medical scenarios outside their everyday experience.
Half page, newspaper ads.
Tetris
Goal
Attract specialist recruits to the New Zealand Army.
The Idea
The job is about making order out of chaos.
We used the familiar logic of Tetris to bring that to life, showing soldiers, equipment, and supplies forming perfect fits in unpredictable environments. A visual metaphor for the kind of thinking required under pressure.
Rolled out across wild postings and print.
Project notes: Photographer: Rory Carter, Retoucher: Andy Salisbury