Misconceptions of certain people not fitting in are quashed in work by Karmarama
The British Army has launched the latest recruitment campaign to give aspiring recruits the belief and confidence that they can thrive in the Army no matter who they are, or where they come from.
The campaign builds on last year’s This Is Belonging campaign – showing all recruits are welcome and supported in the Army.
It tells the powerful stories of different soldiers who for different reasons, overcome misconceptions that they wouldn’t fit in. Viewers can then explore the soldiers’ stories in more detail through long-form animations online narrated in the soldiers’ own words.
Nik Studzinski, Chief Creative Officer at Karmarama, said: “We loved working with real soldiers to create an authentic and powerful campaign which brings to life what it means to belong in the modern British Army today.”
The campaign was created by creative agency Karmarama, and builds on the multi-award-winning This is Belonging recruitment drive in 2017 delivered a significant uplift in total application volumes.
The British Army supports people in achieving their personal and professional goals, whether it’s conquering a pull up or taking on a leadership role. The Army is recruiting and there is a breadth of roles and opportunities available in both the Regular Army and Army Reserve, from helicopter pilot to nurse, from engineer to IT specialist. As part of life in the British Army, lifelong friendship bonds are formed and incredible challenges are overcome to achieve worthwhile results, for example saving lives by providing assistance on humanitarian or peacekeeping missions at home or abroad.
The films were directed by Frederic Planchon and Si & Ad through Academy Films and the animations were produced by We Are Royale.
Brand:The British Army
Marketing Director:Gordon Lee
Creative Director:Imogen Tazzyman, James Rooke
Producer:Rebecca Hunter, Matthew Towell
Executive Creative Director:Adam Kean, Dickie Connell, Brian Williams
Chief Creative Officer:Nik Studzinski
Account Executive:Charlotte Allcock
Account Manager:Sophie Coyne
Creative:Meigan Brown, Tobias Owen
Account Director:Will Bright
Production Company:Academy Films
Director:‘Prayer’ and ‘Pull Up’ - Frederic Planchon
Directors:‘Voice’, ‘Letter’, ‘Buckaroo’ - Si & Ad
1st AD:Jim Cole
Production Manager:Gemma Priggen
Edit Company:The Assembly Rooms
Post Production / VFX
Post Production Company:nineteentwenty
VFX Supervisor:Ludo Fealy
VFX Producer:Hannah Ruddleston
Sound Engineer:Sam Ashwell
Original Composition:Soundtree Music - 'Pull Up', 'Voice' and 'Letter'
Animation Company:We Are Royale
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