Amey is a massive corporation that operates across many different sectors. One of these is housing services for the UK’s Armed Forces. The problem was that their reputation had been tarnished by lurid newspaper reports of soldiers finding rats in their homes and housing for military families basically being a disgrace. In response, Amey revamped their services and I created the ‘For us, it’s personal’ campaign, showing that Amey wasn’t a faceless service provider but a company of real people who understood the importance of ‘home’ for those in the toughest of jobs.