The British Army Recruitment - "The Army Of The Future"

Accenture Song

Accenture Song London, Reino Unido

7613

Marca: The British Army Recruitment
País: Reino Unido

Anunciante: The British Army Recruitment

Título	The Army Of The Future
Agencia	Accenture Song
Campaña	Nothing Can Do What a Soldier Can Do
Anunciante	The British Army Recruitment
Marca	The British Army Recruitment
Fecha de primera difusión/publicación	2022 / 7
Sector Empresarial	Empleo de los funcionarios, de la policía y del ejército
Filosofía	Accenture Song has created a new campaign platform called ‘Nothing Can Do What a Soldier Can Do’, in its ongoing work supporting The British Army recruitment. The new line is being introduced in a 60-second hero film, which breaks on television and in cinemas on 1st July 2022, with work also spanning radio, OOH, online and social media. The new work is the next iteration of the long-running brand positioning ‘This Is Belonging’, developed in 2017, developed by Accenture Song together with Capita and the British Army. The new campaign platform encourages potential recruits to consider what the future British Army will look like by focusing on its position as one of the world’s most technologically advanced organisations, with a diverse workforce. Recent research shows a third (30%) of Brits say they think the Army may rely on robots for jobs in the future instead of humans (1). So while the campaign emphasises the Army’s advancements in everything from cyber intelligence to robotics, the message is clear: soldiers will always be its most valuable asset. Directed by MJZ’s Nicolai Fuglsig, the hero film shows an imagined, dystopian future, where a robotic soldier scouts the terrain of a conflict zone. Made of over 4,000 individual CGI elements and 2,000 sound design samples, it paints an impressive picture. But it can’t replace the value of a solider, and this is where the spot ends – showing the true face of the Army’s future: you. OOH executions depict face offs between a number of different soldiers and a robot, with lines such as “Nothing can think like a soldier can think”, with each portrait, shot by the photographer Nadav Kander, capturing the confidence and self-belief of British Army soldiers. Further radio, digital and social executions will highlight traits the Army needs, from empathy to imagination. To build anticipation for the launch, there will be a week of teaser activity online. The initial TV burst runs for a fortnight, while the film will stay in cinemas for two months initially, with further activity throughout the year. The initial work focuses on full-time recruitment, but the brand platform is flexible and will be adapted for different messaging and Reserves later in the year.
Medio	Televisión y Cine
Duración	60 seconds
Montaje	Final Cut
Sonido	750mph
Marketing Director	Nick Terry
Director of Marketing & Communications	Siobhan Penrose
Social Media Content Manager	Sarah Hiorns
Marketing Campaigns Manager	Jenna Ratue
Responsable de la creación	Nik Studzinski
Director ejecutivo de creación	Adam Kean
Director creativo	Meigan Brown
Director creativo	Tobias Owen
Productor de la agencia	David White
Assistant Producer	Georgia Middleton
Managing Partner	Barbara Waite
Business Leader	Chris Cannell
Director de cuentas	Alice Barnes
Responsable de cuentas de agencia	Telle Merotra
Planning Director	Rachel Quarnby
Senior Creative Producer	Christina Lambrou
Productora	MJZ
Realizador	Nicolai Fuglsig
Productor ejecutivo	Lindsay Turnham
Productor	Tim Wild
Director de producción	Dan Gay
Director de fotografía	Joost van Gelder
1st AD	Robert Blishen
Jefe de decorados	Ricky Eyres
Facility Production Company	Green Olive Films
Director de producción	Babis Vlachodimitropoulos
Montador	Rick Russell
Editorial Producer	Nikki Porter
Assistant Editor	James Stubbs
Assistant Editor	Matt Gabzdyl
Postproducción	Nineteentwenty
Colorista	Kai Van Beers
VFX Supervisor	Bill McNamara
2D VFX Supervisor	Chrys Aldred
CG VFX Supervisor	Ben Revens
Responsable de conceptos	Grant Bonser
Senior VFX Producer	David Keegan
2D Artist	Jamie Stitson
2D Artist	Yanru Yin
2D Artist	Taylor Webber
2D Artist	Doruk Saglam
2D Artist	Matt Hutchins
3D Artist	Ben Thomas
3D Artist	David Rencsenyi
3D Artist	Dan Baiton
3D Artist	Lillian Robert
3D Artist	Greg Martin
3D Artist	Martin Lanzinger
3D Artist	Sandra Guarda
3D Artist	Tammy Smith
3D Artist	Joe Baker
3D Artist	Ivan Tomovic
3D Artist	Luis Fos
3D Artist	Elena Schurkus
3D Artist	Lucy Wright
3D Artist	Miles Tomalin
DMP & Environment Artist	Menelaos Per
Color Assist	Jennifer Kerr
VFX Co-Ordinator	Lia Jacobs
Sound Designer	Sam Ashwell
Music Design	Sam Ashwell
Music Design	Michalis Anthis
Productor de sonido	Olivia Ray