Swedish Armed Forces (SwAF) Design & Branding THE STAMP by DDB Stockholm


Pin to Collection
Add a note
Industry Recruiting, Government & Other Authorities
Media Design & Branding
Market Sweden
Agency DDB Stockholm
Creative Director Magnus Jakobsson, Fredrik Simonsson
Art Director Gustav Holm
Copywriter Martin Lindestaf
Illustrator Stefan Horberg
Print Production Manager Anna Hellenberg
Released October 2011

Credits & Description

Category: Flyers, Tickets, Invitations, Postcards, Christmas and Other Greetings Cards
Product/Service: RECRUITMENT
Creative Director: Magnus Jakobsson (DDB Stockholm)
Creative Director: Fredrik Simonsson (DDB Stockholm)
Copywriter: Martin Lindestaf (DDB Stockholm)
Art Director: Gustav Holm (DDB Stockholm)
Account Director: Sandra Kaludjercic Bergman (DDB Stockholm)
Account Manager: Tina Munck (DDB Stockholm)
Planner: Adam Sandahl (DDB Stockholm)
Planner: Cornelia Wangel (DDB Stockholm)
Print Production Manager: Anna Hellenberg (DDB Stockholm)
Graphic Designer: Patrik Pagréus (DDB Stockholm)
Illustrator: Stefan Hörberg (Freelance)
Media placement: Mail (Letter, Envelope, Stamp) - Private Addresses - October 30th 2011

Describe the brief from the client
Our objective was to recruit soldiers for the Swedish Armed Forces Basic Military Training, from a target group of 2,400 men and women 18-25 years, who previously have no military experience but who had indicated an interest in the S.A.F. However, we wanted to find the 'right' people; highly motivated and highly mentally capable. In the past, our strategy to attract these individuals has been to challenge them in various extreme ways that relate to the reality of working for the army. Our solution was another type of challenge, perhaps even more difficult than previously.

Describe the challenges and key objectives
Our main objective was to camouflage our message in the best way possible. It was of big importance that the stamp didn’t standout, since that would be a direct give away, and the challenge would have been spoiled immediately.

Describe how you arrived at the final design
We wanted to catch the feeling from fine printed bills and stamp, so that’s where most of the inspiration came from. Since we didn’t want to reveal to our target group that we had made the stamp, it was of big importance that it looked as realistic as possible. On this basis, we developed and worked our way out to our final design.

Give some indication of how successful the outcome was in the market
The brief from the client was to recruit 570 persons to the Swedish Armed Forces. In total, the whole campaign resulted in over 4,000 applications, and with that result we exceeded our goal with a huge marginal.