To attract 1,200 of 57,000 earlier conscripts between the ages 20-26 to apply for the Officers recruitment. To work as an officer is more about brains than muscle. In the field, you are constantly thrown into different situations and quick decisions need to be made. The consequences of your decisions create new roads and challenges.

Our job was to show this in a direct mailing.

The creative formation chosen builds on the qualities needed for a leader and career officer: problem solving under pressure. Just because one task is done, doesn’t mean you get a pat on the back. A new one is waiting just around the corner, and it’s mostly a matter of seconds when a decision needs to be made.

In the unit, the caller is anonymous which creates a curiosity and challenge. But the play turns serious when the instructions are given by a heavy and determined voice that stressfully counts down the time you have to solve the task. When you think you've solved it, another one turns up just as quickly.Exactly like a day at work for an officer.

The target set was high; a response rate of 18% (10,000 phone calls) and 1,200 applications.

But the campaign got amazing results. With a response rate of 46% (30% unique) and more than 26,000 phone calls, Swedish Armed Forces got over 2,000 applications. The campaign travelled into hundreds of blogs and press. And in one month, there were more applications than in the whole previous year.