Objective: Dentsu Creative has launched a new recruitment campaign for the French Land Army, aiming to enlist 16,000 new soldiers and 5,000 reservists annually until 2028. This initiative is part of a broader transformation of the Army.
Challenges: The campaign addresses the unstable geopolitical context and competitive job market, aiming to attract young people who may not have considered the Army as a career option.
Strategy:
Communication Approach:
Multichannel Deployment:
Collaboration: Dentsu Creative worked with Dentsu Public for strategy and media buying, and Wellcom for public relations, creating a multidisciplinary team to support the campaign.
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Local Leadership
NATHAEL DUBOC
CEO
SEBASTIEN ZANINI
Executive Creative Director & Deputy Managing Director