Problem
Young people didn’t apply for a career as an army officer as they thought it was a career with no future.
Solution
Demonstrate how much the army had moved on by taking the classic forces slogan and putting astronaut Major Tim Mace against it.
Press
Problem
Keep the classic Condor pipe tobacco campaign “Nothing should disturb that Condor moment” interesting with an unusual execution.
Solution
Take the back page and print a trompe l’oeil flattened wasp on it, as though the magazine has been used to swat it.
Press
Problem
Capitalise on Range Rover’s victory in the notoriously tough Paris-Dakar Rally.
Solution
Show that when it comes to off road driving the Range Rover leaves other cars in the dust.
Press