Launch campaign for the Museum of Contemporary Art by Leo Burnett Canada.
Your Army Needs You’ by Karmarama focuses on how the Army sees beyond stereotypes to spot young people’s potential. The new campaign is the third execution of the ‘This is Belonging’ series, showing how the Army finds potential beyond Gen-Z and millennial stereotypes and identifying the essential skills needed in new Army recruits, such as compassion, self-belief and focus. The majority (72%) of young people describe themselves as ambitious yet many feel undervalued and want a job with real purpose. Your Army Needs You shows how they can belong in the Army to do meaningful work.
There is also a set of radio ads for this campaign.
Creative team: Harriet Wiltshire & Zach Speight
Lovely identity and tone of voice work for THIS by JohnsonBanks and Asbury and Asbury.
It takes real bravery to eat the things that have never been eaten before. But sometime, somewhere, someone was the first person to eat every delicious morsel we take for granted today. And Hellmann’s believes these brave food pioneers deserve a bit of recognition.