Driving recruitment for the British Army

Concepts and designs for an immersive mobile site

Whilst working as a digital Creative Director at JWT, I was briefed to create an experience that would accompany an above the line campaign for the British Army.

The campaign, to raise awareness and drive recruitment enquiries, would show the varied and exciting life of a soldier.

The above the line creative team had come up with the idea of telling the story from the perspective of a pair of army boots. As their creative process progressed, with a TV commercial topping the bill, I took the boots theme and started working on concepts for digital.

My ideas included exploring the stories behind the scuffs on footware and a mock online boot store with videos showing the ‘products’ in action plus ‘reviews’ from Army soldiers.

Sketch of digital experience concept
Sketch of digital experience concept
Sketch of digital experience concept
Sketch of digital experience concept

We settled upon an idea using the contents of an Army kit locker as navigation items. I storyboarded the experience before moving to formal wireframes. The HTML5 build had to accommodate different media types and provide an immersive experience before driving the user to get in contact.

Whilst the TV commercial won gold at British Arrows, the mobile site quietly did its job and inspired visitors to consider the Army as a career. The content and format was well received and contributed to an increase in awareness and enquiries to Army Careers centres.

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