A British Army recruitment campaign targets "snowflakes, selfie addicts, class clowns, phone zombies, and me, me, millennials" in boring jobs, with a design that draws on first world war recruitment posters.
The campaign by creative agency Karmarama, which consists of a series of six posters and three TV adverts, calls on young people between the ages of 16 and 25, to join the British Army, using the tagline: "Your army needs you".

The posters emulate the design and fonts of a first world war poster featuring Field Marshall Lord Kitchener, titled Your Country Needs You.
Launched on 3 January 2019, the campaign targets young people who feel unfulfilled and who want a job with a "bigger sense of purpose".
The series of six posters praise "snowflakes" – people who are prone to taking offence – for their compassion and "class clowns" for their spirit. It also celebrates gaming and selfie enthusiasts for their drive and confidence, and millennials for their self-belief.
The campaign includes a series of TV adverts that portray three potential recruits at home or work who are ridiculed for their "millennial" attributes by their peers. These characteristics are then re-contextualised as sought-after skills in the army.
The aim of the campaign is to show that qualities that can be perceived as weak or embarrassing are in fact desirable characteristics in the army.
"This generation of 18 to 24-year-...