After last year’s eSports-team, the British Army takes another unique approach.

If we had to recap their thought in one sentence, they try to aim at the gamers who were born at the late eighties at the earliest, who got defined as „snowflakes, phone zombies, selfie addicts, binge gamers, class clowns, and millennials” with Karmarama‘s campaign. These terms are mostly used for the aged 16-25 people (the millennials), and the Army tries to avoid the generalization with the campaign.

The campaign has three videos. One goes for the spirit, another one aims for the resilience, and the third one is about the stamina. (The third one features somebody playing with a PlayStation 4 all night.) The slogan isn’t bad, either: „The Army spots potential. Even if others don’t. Your Army needs you.”

Gavin Williamson, the defence secretary, told the following to The Guardian: „A powerful call to action that appeals to those seeking to make a difference as part of an innovative and inclusive team.”

Let’s look at the campaign posters and videos – the idea is outstanding. It avoids the generalization, which is good.

Source: DualShockers