Welcome to Our Reality 

The abandonment of conscription means the Swedish Armed Forces need to attract employees just like every other business. However, they need to find the "right" people, and the fictional image of soldiers and marines is often deeply exaggerated and has nothing to do with reality whatsoever. For the spring recruitment campaign, we wanted to highlight that being a soldier or marine is a real job, where real people get a chance to make a difference. For real. Therefore, we decided to simply invite people into the real world and the reality that a job as a soldier or marine involves. (www.ddb.se)