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Everyone Belongs in The British Army’s Powerful New Recruitment Campaign

Misconceptions of certain people not fitting in are quashed in work by Karmarama

Everyone Belongs in The British Army’s Powerful New Recruitment Campaign

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.

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Brand: The British Army

Marketing Director: Gordon Lee

Creative Agency

Creative Agency: Karmarama

Creative Director: Imogen Tazzyman, James Rooke

Planner: Matthew Waksman

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

Production Company: Academy Films

Director: ‘Prayer’ and ‘Pull Up’ - Frederic Planchon

DOP: Justin Brown

Producer: Medb Riordan

Directors: ‘Voice’, ‘Letter’, ‘Buckaroo’ - Si & Ad

1st AD: Jim Cole

Production Manager: Gemma Priggen


Edit Company: The Assembly Rooms

Editor: Sam Rice-Edwards

Post Production / VFX

Post Production Company: nineteentwenty

Colourist: Jean-Clement Soret

VFX Supervisor: Ludo Fealy

Grade: MPC

VFX Producer: Hannah Ruddleston


Sound Engineer: Sam Ashwell

Original Composition: Soundtree Music - 'Pull Up', 'Voice' and 'Letter'

Sound Design: 750


Animation Company: We Are Royale

Category: Corporate and social , Forces

Genre: Animation , Documentary , People , Storytelling