Following highly successful recruitment campaigns with strong military combat themes, the challenge was set, to increase recruitment numbers without showing a single weapon. LogicLogicMagic® led us to an Army expedition tackling the formidable West Ridge of Everest. Partnering with SKY news we were able to create one of the first live multi-media campaigns following the team of climbers as they took on their toughest opponent yet, Mother Nature. The campaign was short-listed for the first Titanium award at Cannes.