Recruiting the right calibre of candidate for this key role in the British Army was paramount. Accurate and timely intelligence plays a crucial role for all the armed forces so this campaign really needed to attract the right people for the job. From the outset it was obvious that the advertising campaign would need to appeal to a particular mindset – one that was inquisitive, clever and perceptive. The idea for this campaign was to set a series of challenges to test the faculties of the reader. Long copy ads with supporting photography presented six different narratives and then gave the answer based on evidence presented in the ads. The campaign launched in lifestyle and youth magazines, bus stop 6 sheets and posters in cinema foyers, the plan being to get as close to the target audience as possible. Photography was created at multiple locations across the UK.