Fail. Learn. Win.

The British Army

Agency: Karmarama Part Of Accenture Interactive

To understand our audience we conducted research that revealed stark truths. 81% of young people admitted they don’t achieve their goals because of a fear of failure. We kept this insight at the heart of our strategy, demonstrating that the Army provides a safe place to fail and that to join you aren’t expected to be perfect, just willing to learn. We devised a campaign in which we could recruit notable people to speak on failure and show that everyone in society should embrace failure.