Just been reading a piece on the media Agency of the Year Awards and came across the Carat campaign for the Royal Marines. First all the strap line is intersting - It's a state of mind coupled with the content of the campaign which focuses on fear. It reads:-
FEAR
Fear is not be feared, fear is edge, fear keeps you on your toes, fear keeps one eye open when you are asleep, fear adds caution to courage, conquer fear and fear is not your foe, fear is your friend.
Not your average recruitment advert but certainly powerful in terms of its targeting.
Comments