Michael Geoghegan at Spank -
Shortlist for Titanium and Integrated Lions
Army Recruitment’s ‘Start thinking Soldier' was directed by Michael Geoghegan at Spank Films and written by Matt Anderson & Steve Nicholls at Publicis.
A fully-integrated campaign based around a gaming concept drove viewers online, by setting up a dilemma in a realistic Army operation. It put the viewer in soldier’s boots and asked them: ‘What would you do?’ the only way to find out the answer was to go to the ‘Start Thinking Soldier’ website. Once there, the correct solution unlocked more levels to the mission. The strength of the creative execution was in its impact (just like the real thing), its authenticity (all the soldiers involved are real ones) and its seamless integration. The campaign also won Gold at the Webby awards, as well as winning at Creative Circle, Eurobest, and Revolution awards.
