The Swedish Armed Forces
Brief: The Swedish Armed Forces wanted to reach the gaming community to shift young adults attitudes toward conscription.
Insight & Opportunity: Teamwork is everything in modern gaming. So when a teammate is missing, defeat is almost guaranteed. As experts in readiness and logistics, we’re perfect for solving this gaming-crisis and save our compatriots in battle.
Solution: We created Sweden’s official in-game army, ready to deploy as reinforcements when a teammate is missing. We recruited the bravest players through a dedicated campaign site and created a channel on Discord, where gamers could call for backup and get a skilled "soldier" dispatched to their match.
By solving a real problem, we demystified conscription and became an active teammate in gamers everyday life.
