In 2017, the British Army needed to show their audience that they could offer something no other employer could. Beyond the rational career development and salary incentives - our audience were after something more, something bigger. The career stuff is a given, what the Army could offer was so much more valuable. A sense of belonging. It’s all any of us really want in life. To feel like we belong. And in the Army, you get it by the truck load. The job of this campaign was to lift the lid on belonging in the Army by creating windows into Army life. And it worked. Recruitment targets were hit, and more importantly young people could find a place where they felt they truly belonged.