The brief here was to come up with a campaign that challenged potential recruits perceptions of what it takes to make it as a member of Britain's elite fighting force, the Royal Marines.

Our online recruitment and branding campaign was targeted at single-minded young men aged 16-24 and aimed to increase not just the quantity but also the quality of recruits. It uses striking and interactive creative to challenge and convey both the physical and psychological resolve needed to become a Marine. The message is clear: 99.99% need not apply.