The latest recruitment films for the French Land Army are so reminiscent of trailers for an action-packed Netflix series that you might start wondering about their diverse cast of young actors. But there’s not an actor to be seen on the screen, of course. The people you’re watching are genuine soldiers.
Sébastien Zanini, chief creative officer at Dentsu Creative France, explains: “We chose a director, Valentin Guiod, who is skilled at representing human emotions in extreme conditions. We knew we’d be working with real soldiers, but after the scripts were approved, we asked the Army team if it wouldn’t be a bad idea to hire a few actors too. They told us that actors would never carry themselves in the same way as soldiers. Something would give them away. So we filmed real soldiers, on military terrain, in natural light. There’s no background music and the sound is authentic too.”
All these ingredients came together to create a dramatic and compelling feel. “In fact we’re speaking the language of Netflix documentaries, which is the language of our target audience,” says Sébastien.
While the films have a cinematic level of craft, the scenes they depict are dauntingly raw, borderline scary. This is perfectly in tune with the campaign’s tagline: “Could you do it?” It’s a challenge. If you want to serve your country, it’s not always going to be a walk in the park.
Colonel Hubert de Quievrecourt, Head of the Marketing Office of the Army Human Resources Directorate, says: “The films are deliberately realistic, to plunge young viewers into situations in which they mind actually find themselves. We’re challenging them to leave their comfort zones.”
Sébastien adds: “In fact that’s the core of our idea: the Army is not for everyone. We don’t pretend it’s a paradise.”
The challenge is not just for the audience: the Army and its agency aim to recruit 16,000 additional soldiers and 5,000 reservists every year. To do so, the campaign is targeting young people who’ve never considered the Army as an employer, or have a false impression of it due to a lack of knowledge.
The Land Army is a new client for Dentu Creative, which competed against five other agencies. Colonel de Quievrecourt says: “Dentsu convinced us of their capacity to respond to our demands, with a high level of creativity supported by a digital eco-system. Their creative approach has a human focus, which is more likely to convince a young and undecided audience.”
How difficult is it for the Army and an advertising agency – culturally poles apart – to work with one another? Colonel de Quievrecourt explains that the process of hiring an agency is well-established and works with…well, military precision. “After that, it’s a question of human relationships, as in any partnership.”
Dentsu Creative CEO Nathaël Duboc says. “Obviously the Land Army is an institution that demands respect and admiration. One of the things that we appreciate is that it communicates its needs with great clarity, which is not always the case with other clients. The Army knows what it wants, which for an agency is extremely valuable.”
The films are backed up by a print campaign that resembles a photographic strip, once again featuring real soldiers in genuine situations. The images depict different metiers available in the Army – although one of the most touching evokes esprit de corps. “To have brothers-in-arms as a family,” reads the headline.
“The idea of exchanging your real family for your fellow soldiers is also a kind of challenge,” observes Sébastien.
Naturally there will be a social media campaign. Even in 2024, does it feel odd to be promoting the Army on TikTok? Colonel de Quievrecourt says: “Young people are on social networks, so I have to go and find them where they are.” While TikTok doesn’t allow for a profound exploration of subjects, he explains, it can lure them to other media – YouTube, for example – where they might watch longer films and afterwards consider visiting a recruitment office.
Another element of the campaign is a series of “obstacle courses” travelling to cities across France. Influencers will be invited to take part and relay the information via their accounts. The courses will bring participants into direct contact with recruiters.
Nathaël Duboc says: “The campaign is a point of departure. We’ll be accompanying the Land Army throughout the recruitment journey.” The agency’s access to data will enable effective targeting of potential recruits. “We’re also fortunate to be able to work in close collaboration with our media service, Dentsu Public, on the media strategy and buying aspects of the campaign. In other words, it’s an entirely integrated approach embracing channel, data and content.”
The challenge is a major one – but victory seems assured.