I just read the news that Young & Rubicam is responsible for the campaign of the Armed Forces this year. A campaign carrying the slogan "For your future, for all", and has a budget of 2.5 billion euros, although the Ministry of Defense allocated this year nearly 12 million in advertising.
According to the article, the action is to convey the image of a modern armed forces, dynamic and ready to take risks in an increasingly complex world.
I think it has to be very difficult for a creative, sell a product like this. Can be very creative?, what is the benefit?, what is the promise?:
Do you see the armed forces and learn to defend yourself or to kill?, "Come to the Armed Forces and travel the world with all expenses paid? , "Armed Forces Come and learn how to defend the homeland, even if the country of Iraqis or Afghans? or ... Come to the armed forces and participate in more peacekeeping missions than an NGO?
honestly do not know. I do not like guns, no wars are cool to me, I draw the parades. But someone has to make the campaigns, I say. Because it is clear that, like it or not, the armed forces there and there are thousands People with true vocation, they find there their personal and professional. And I understand, in the same way I respect and appreciate the fact that those thousands of men and women are risking their lives on each mission, although the idea has had three meeting in the Azores paranoid or a handful of politicians comfortably sitting in Congress.
time ago I had the opportunity to interview Paco Grande, K Group Creative Director and responsible for the Arc of the military campaign 2004. A campaign that won an award for efficiency and, as he told us was a great challenge for his team. A challenge that now it's up to Young creative & Rubicam. Share
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