The New Zealand Army campaign sends a strong message in a clever way. Clean and modern, the posters sport images of a pen, needle and stapler, all of which have been taken apart with the parts neatly displayed. Coupled with the tag line, "There's more to the Army than guns," the print ads advertise the need for operational personnel, medical personnel and communications personnel.
Conceived and executed by the Saatchi & Saatchi ad agency branch based in New Zealand, the New Zealand Army campaign was creative directed by Slade Gill. Shot by photographer Fraser Clements and retouched by Nick Browne, the print ads are minimalistic and masculine, which is appropriate considering the audience they will be appealing to.
Disassembling Stationery Ads
The New Zealand Army Campaign Shows There's More to an Army Than Guns
Trend Themes
1. Minimalistic Advertising - Disruptive innovation opportunity: Explore minimalist design principles in advertising to convey powerful messages in a visually appealing way.
2. Reimagining Industry Stereotypes - Disruptive innovation opportunity: Challenge industry stereotypes in advertising campaigns to attract a diverse range of talent and consumers.
3. Highlighting Non-combat Roles - Disruptive innovation opportunity: Shift the narrative around military roles by highlighting non-combat positions to promote opportunities in operations, medical, and communications fields.
Industry Implications
1. Advertising - Disruptive innovation opportunity: Embrace unconventional approaches that break traditional advertising norms to capture audience attention and differentiate from competitors.
2. Recruitment - Disruptive innovation opportunity: Utilize creative and impactful campaigns that showcase the variety of roles and opportunities within an industry to attract diverse talent.
3. Military - Disruptive innovation opportunity: Emphasize non-combat positions and highlight the valuable skills and career paths available in the military beyond traditional perceptions.