Client: The Territorial Army
Agency: Saatchi & Saatchi
Timescale: Feb 11 for one month
Budget: part of total pounds 3m
The Territorial Army makes up a quarter of the Army’s strength, but
every year, through natural wastage it loses 20%-30% of its
The force has to recruit 10,000 men and women this year.
In addition, government defence cuts have slashed the Territorial Army’s
numbers, from 59,000 to 41,000, because of restructuring following the
end of the Cold War. Because of this, it was felt the general public
needed a gentle reminder that the Territorial Army still exists and has
There have also been changes made to the TA, which means it is smaller,
but is still used frequently in tandem with the regular Army.
This is a part-time activity with a serious purpose. The client wanted
to make sure people understood the magnitude of the job in order to get
the right quality of recruit.
It therefore wanted the campaign to show that someone joining the TA has
to be prepared to play two very different roles. The first is their
normal, everyday life, the second is the more serious business of
serving their country.
The campaign had to show the TA as a purposeful organisation that was
more integrated with the regular Army, rather than a part-time, casual
The campaign was set to start in February so that new recruits were in
place by the summer for two-week exercises held during that period. The
ads also had to appeal to and capture the imagination of the TA’s target
audience of 17- to 27-year-olds.
Saatchi & Saatchi developed a campaign to promote a new message - In the
TA you need to be ready at any moment.
The centrepiece of the campaign was a 48-sheet ’lenticular’ poster, a
device which uses holographic technology to create a graphic giving the
illusion of 3-D movement as it flips between two different images.
At first glance, the poster features a builder carrying a
When the viewer passes the poster, the builder transforms into a TA
soldier in combat uniform carrying a rifle. The model used was a real TA
The campaign also includes a 40-second TV ad, some local press and
The posters continue the theme in four executions. One is a split view
of a standard UK road sign showing a roundabout. One half points to the
A1 North as normal, the other half is bullet-marked and scorched and
points to Sarajevo.
The campaign has had good PR coverage but it is too early to tell
whether it will meet its objective of 10,000 TA recruits this year.