David Division Campaign
The “David Division” campaign was designed to highlight the vital role of reserve combatants in Israel’s defense. With the slogan “Once a Fighter, Always a Fighter,” the campaign built a bridge between active and reserve service, emphasizing pride, belonging, and continuity in the division’s legacy.
Client
A confidential national military unit
Service Provided
Campaign Branding, Social Media Design, Visual Identity
The Goal:
The campaign aimed to re-engage reserve-eligible veterans and address critical manpower gaps within the newly established David Division. With the slogan “Once a Fighter, Always a Fighter,” the goal was to highlight the honor and continuity of military service while driving measurable recruitment results.
1
The Challenge:
The division faced a significant shortage in active reservists, with some brigades operating at less than 80% capacity. Beyond inspiring visuals, the campaign had to deliver concrete enlistments, overcoming civilian-life distractions and skepticism among former combat soldiers.
2
The Result
The campaign reached over 24 million impressions across digital platforms, with thousands engaging through Facebook and Google ads. From this reach, 2,399 new registrants were recorded, with a conversion rate of 11% from initial clicks to confirmed sign-ups. Notably, 58% of recruits entered advanced screening processes, and brigades previously below manpower thresholds saw clear increases in potential enlistments. The campaign not only built a strong emotional identity but also achieved tangible, data-backed results in strengthening the David Division’s reserve force.
3
Recent Designs
