French Army Human Resources Directorate · France · 2025Digital & Tech · Social
Covert Recruiter.
A staged social-account takeover turns cyber recruitment into an online investigation.
- Brand
- French Army Human Resources Directorate
- Agency
- Dentsu Creative France
- Market
- France
- Region
- Global
- Year
- 2025
Campaign images
The challenge
The French Army needed to reach people with cyber skills whose curiosity and technical interests were unlikely to be captured by a conventional recruitment advertisement.
The idea
Dentsu Creative built a trail of digital clues around a fictional account takeover. Participants investigated, solved puzzles and demonstrated relevant abilities while discovering the Army's cyber roles.
Results
- The French Army reports that more than 580 people took part.
Case study source: Gerety Awards 2026 Source ↗
Credits
- Client / Brand
- French Army Human Resources Directorate (DRHAT)
- Chief Creative Officer
- Sebastien Zanini
- Senior Copywriter
- Yann Vicherat; Marc Sinegre
- Senior Art Director
- Gregory Suijkowski
- Art Director
- Emilie Basset; Rudy Bamberg
- Chief Strategy Officer
- Alexandra Servant Rony
