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Journalist Choice
Paris, France
Armée de Terre - "ARE YOU IN?" by Epica Awards 2024

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TitleARE YOU IN?
BriefThe strategy of the French Army relies on the idea that young people are motivated to prove their abilities when others doubt them. By asking the direct question “Army. Can you do it?”, it challenges young people to join its ranks, empowering them and encouraging them to make an active choice. The campaign features raw, immersive, and authentic creations that faithfully reflect military reality and values. The films, shot on military grounds with real soldiers, use hyper-realistic imagery without embellishments to show military life as it really is, aiming to attract candidates who are fully aware of what to expect.An integrated campaign: the videos and visuals immerse potential candidates in the military adventure of the French Army. The print visuals tell life moments like a story, with taglines highlighting the unique nature of this profession and a signature concluding with a challenge. This approach pushes them to seriously consider applying and starting the recruitment process. The strategy also includes a digital and on-the-ground journey, with micro-conversations to guide young people in their decision-making.
Agency
Campaign Are you in?
Advertiser Armée de Terre
Brand Armée de Terre

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Media Type Radio
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CEO N....EL D...C . D...TU CR....VE F...CE Subscribers Only
CCO SE.....EN Z...NI . D...TU CR....VE F...CE Subscribers Only
SENIOR Art Director R..Y B....RG . D...TU CR....VE F...CE Subscribers Only
SENIOR COPY WRITER M..C S....RE . D...TU CR....VE F...CE Subscribers Only
MOTION DESIGNER - ART DIRECTOR E...IE B...ET . D...TU CR....VE F...CE Subscribers Only
DIRECTOR VA....IN G...D . B...H Subscribers Only
PRODUCTION DIRECTOR B...IT S...R . B...H Subscribers Only
PHOTOGRAPHE O..Z Subscribers Only
PRODUCER T....AN B...UD . B...H Subscribers Only
HEAD OF POST PRODUCTION R...IN GI.....RE . B...H Subscribers Only
POST PRODUCER M...O L...IS . B...H Subscribers Only
HEAD OF STRATEGIC PALNNING AL.....RA S....NT R..Y Subscribers Only
SENIOR STRATEGIC PLANNER FR....IC C...Y Subscribers Only
EXECUTIVE GENERAL MANAGER A...IE O...F Subscribers Only
MANAGING DIRECTOR M....NE C...EL Subscribers Only
MANAGING DIRECTOR C...LE P...ET Subscribers Only
PROJECT MANAGER M...ON CH......ARD Subscribers Only
HEAD OF PRODUCTION M...NE PE.....ERE Subscribers Only
HEAD OF CULTURAL & SOCIAL BEHAVIORS B...O L....TE Subscribers Only
CHIEF OF MARKETING DEPARTMENT C....EL H...RT TO.....NT .E QUI......URT Subscribers Only
EXECUTIVE OF MARKETING DEPARTMENT LI.....ANT C....EL A...UD M....SO M...A Subscribers Only
PROJECT MANAGER M...NA M....RD Subscribers Only
ART DIRECTOR ..U SHIL........NCHA Subscribers Only
MOTION DESIGNER JUNIOR P....EN AMI.......GAM Subscribers Only