This recruitment campaign wanted to show how the exaggerated fictional world of war hasn´t got anything to do with the reality of war. A job as a solider or a marine is a job far from action movies and cool oneliners.

Also, the campaign invites you to actually try the reality of being a solider or a marine in a variety of different media.

The goal was to recruit 1050 people, reach 20k downloaded applications, have 90k visits to the site, and to receive 4200 applications (around 4 applicants per available position to ensure the quality of the applicants). The results speak for themselves: More than 24k (122% performance) downloaded the application, 324k (360%) visited the site and with 12262 applicants, the Swedish Armed Forces could select between nearly 12 people for each available job opening (292%). The campaign was widely praised and warmly discussed in blogs, social media, national public service TV and radio, and also on the Swedish Armed Forces' own domains. Furthermore, all applicants and a large share of the target group have now gained a clear idea of what to expect from a job as a soldier or marine.

The fictional world of soldiers and marines is almost always deeply exaggerated. Often, it’s got nothing to do with reality whatsoever. Together with the client we wanted to highlight the fact that this is a job far from the cool world of action movies and smart one-liners. We communicated this through tv-ads contrasting the fictional world of armed forces with actual reality. The tv-ads promoted a site on which a Smartphone application could be downloaded in which you were invited to try the actual reality of being a soldier or marine. The app sent out several assignments every day. In order to complete them, you were required to use functionalities found in your smartphone. All assignments simulated life as a soldier or a marine. The reality of being a soldier or marine was also communicated in a variety of other media. A site, banners, outdoor, print, direct and radio.