Karmarama's new poster campaign for the British Army uses reverse psychology to attract recruits from Generation Z.

The ads feature messages such as "Don’t join the Army" and "Don’t become a better you". It was inspired by a survey of 16- to 24-year-olds that revealed their altruistic and open-minded tendencies and a desire to do something that matters in life. The activity, Karmarama’s first for the Army, was created by Adam Kean, the executive creative director, and Nik Studzinski, the chief creative officer. Both created award-winning ads for the Army in the 90s when working at Saatchi & Saatchi.