Objective: Dentsu Creative has launched a new recruitment campaign for the French Land Army, aiming to enlist 16,000 new soldiers and 5,000 reservists annually until 2028. This initiative is part of a broader transformation of the Army. Challenges: The campaign addresses the unstable geopolitical context and competitive job market, aiming to attract young people who may not have considered the Army as a career option. Strategy: Psychological Lever: The campaign uses the principle of reactance, challenging young people with the question, “Army of Land. Can you do it?” to provoke interest and engagement. Tactical Lever: A digital and field ecosystem guides candidates through a personalized recruitment journey, utilizing micro-conversations and tailored content to address their questions and concerns. Communication Approach: From Top-Down to Conversational: The strategy targets “undecided” youth, aiming to challenge misconceptions and indifference towards the Army. From Value-Based to Experience-Based: The campaign showcases the real-life experiences of soldiers through immersive films and realistic visuals, emphasizing the challenging and engaging nature of military life. Multichannel Deployment: Determination Path: Physical and mental challenges in various cities to engage young people. Immersive Films: Directed by Valentin Guiod, these films depict the raw reality of Army life and will be broadcast on multiple platforms. Digital and OOH Campaigns: Utilizing social media, lead ads, and native advertising to reach the target audience. National and regional press relations campaign: the aim is to involve educators, employers, and candidates’ relatives in the recruitment process, ensuring a comprehensive and supportive approach to enlisting new soldiers. Collaboration: Dentsu Creative worked with Dentsu Public for strategy and media buying, and Wellcom for public relations, creating a multidisciplinary team to support the campaign.