Redefining a military alliance for a new generation


A whole generation had lost connection with what NATO do. We were asked to produce their first ever external facing campaign that reinforced NATO’s values and demonstrate the different work they do in each member state beyond military force.


Our research findings showed that each member state needed to communicate their own relevant messaging to its respective audience. Under the banner WE ARE NATO, we produced a user-friendly campaign toolkit that allowed each country to produce bespoke materials. This included print, digital, film and, experiential.


The campaign was launched by the NATO Secretary General Jens Stoltenberg to great acclaim both internally and externally. All member state countries now have a deep understanding of the issues they face and have the tools to inform their audiences. Ongoing research and best practice findings continue to ensure the campaign’s success.