Following highly successful recruitment campaigns with strong military combat themes, the challenge was set, to increase recruitment numbers without showing a single weapon. We had heard of an Army expedition to tackle 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.