» Officer Qualities

The Army wanted to recruit future officers with the right qualities of leadership, judgement etc. Qualities that may not have been learnt at school or university hence the line - Qualities Outrank Qualifications.

We created an interactive campaign at the heart of the advertising. Potential recruits were challenged in video by real officers to respond to real situations. Great effort went into developing a matrix that calculated the visitors suitability to being an officer but the feedback element was cut in the end.

We also supported the site with online ads that posed dilemmas based around the medium. So far the campaign has won a Revolution Award for Best online advertising campaign (plus a highly commended for the Creative Award), 2 Meribel Advertising Festival Cristal Awards and a Creative Circle Silver for Multimedia. It has also received a BIMA nomination for best Online Advertising and a Direct Marketing Smart Award nomination for Best in e-marketing (which we actually won for Infantry Realty iTV). (local version)

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Links + Stuff


The website of Robin Garms, my partner and creative director at Publicis.

» Nick Cave

The greatest singer songwriter ever. Well I think so.

» Giles Angel

Photographer, and retoucher. And a friend.

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Rules of modern life.

» La Maison des Beaux Arts

Bed and breakfast and holiday apartments in Nontron, Dordogne.