This Campaign for Discovery’s UK Commission Frontline Battle Machines is one of the toughest briefs we had this year. After much debate in the media about the fitness of the equipment in use by British forces, Mike Brewer went to Afganistan to check it first hand. While the focus of the programme are the machines, what makes it even more compelling is observing Mike’s transformation as he can’t help being shocked and moved by the hardship and dangers of the war.
We did a generic version (top) and one showing more of Mike’s reaction. The TV campaign was complemented by a series of print ads appearing on a number of newspaper and magazines on and around the launch date.