Do you have what it takes?

Background

In the last few years, the Swedish Armed Forces have moved from mandatory enlistment to voluntary recruitment. This means they now have to be seen as an interesting and attractive employer.

Previous campaigns under the ‘Do you have what it takes?’ umbrella challenged applicants with individual IQ and personality tests. This latest campaign challenged their ability to work in teams.

It was intended to drive applications and to help change perceptions of the brand, from being old fashioned to a modern employer relevant to the most talented young men and women in the country.