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New Army Reserve Spot Inspires You to Become a Better You

Karmarama, 4 months, 4 weeks ago

Karmarama continues campaign with new spot from Outsider's Peter King

New Army Reserve Spot Inspires You to Become a Better You

This week sees the launch of the Army’s Reserve campaign, as part of the ‘Become a Better You’ creative platform. 

The Reserve work includes an online film directed by Peter King of Outsider, supported by national radio, VOD, digital display and data-driven eCRM & social content. 

Building on the success of this year’s Regulars recruitment campaign, which crucially did not depict serving soldiers, combat or weaponry, the Reserves activity features authentic conversations in civvy street environments.

Targeting apathy and misconceptions around the commitment needed to become a Reservist, the film execution powerfully highlights the way in which the Army helps you become a better you, whilst maintaining a full-time job. It seeks to tackle barriers head on by challenging the audience with “who’s got time for that?” and helps broaden consideration of the forces to a wider group.

Karmarama won the business in December 2015. The bold’ ‘Become a Better You’ campaign to recruit Regulars from earlier this year has drove a 10% uplift in website views and positive brand tracking across all key audiences. 
Creative Agency

Creative Director: Nik Studzinski and Adam Kean

Copywriter: Luke Ramm

Art Director: Joe Holt

Account Director: Charlotte Hodgson

Producer: James Faupel

Creative Agency: Karmarama

Music and Sound

Sound Design: Grand Central


Editor: Phil Currie

Post Production / VFX

Post Production House: Electric Theatre Collective

Production Company

Directors: Peter King (Outsider)

Producer: Joseph Taussig

DOP: Carl Burke

Category: Corporate and social , Forces

Genre: Storytelling