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Chris Dobson, general manager of digital marketing sales and trade marketing, MSN International explains why this campaign was chosen:
"This campaign for the Royal Marines demonstrates how digital marketing can maximise a call to action from the consumers it is trying to reach.
"Glue created a two-pronged approach that aimed to promoting the elite Marines 'brand' as widely as possible while also encouraging the right kind of applicants to apply as part of the recruitment campaign.
"The strong message '99.99% need not apply', created by Rainey Kelly Campbell Roalfe/Y&R, reflects the exclusive and highly select nature of Marines recruitment and was achieved with a creative that challenged viewers to show their true mettle.
"Aimed at single-minded and determined young men aged 16-24, Glue's creative solution incorporates hard-hitting messages that are designed to test perceptions of what it takes to become a Marine. The creative features a range of banner and rich-media executions and will run across a broad selection of activity-focused sites."
MSN is the exclusive sponsor of the Cyber Lions awards at this year's International Advertising Festival in Cannes. For more information visit .
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