Title | The Army Of The Future |
Agency | Accenture Song |
Campaign | Nothing Can Do What a Soldier Can Do |
Advertiser | The British Army Recruitment |
Brand | The British Army Recruitment |
Date of First Broadcast/Publication | 2022 / 7 |
Business Sector | State Employment, Forces & Police Recruitment |
Philosophy | 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. |
Media Type | Television & Cinema |
Length | |
Editing Company | Final Cut |
Sound | 750mph |
Marketing Director | Nick Terry |
Director of Marketing & Communications | Siobhan Penrose |
Social Media Content Manager | Sarah Hiorns |
Marketing Campaigns Manager | Jenna Ratue |
Chief Creative Officer | Nik Studzinski |
Executive Creative Director | Adam Kean |
Creative Director | Meigan Brown |
Creative Director | Tobias Owen |
Agency Producer | David White |
Assistant Producer | Georgia Middleton |
Managing Partner | Barbara Waite |
Business Leader | Chris Cannell |
Account Director | Alice Barnes |
Account Manager | Telle Merotra |
Planning Director | Rachel Quarnby |
Senior Creative Producer | Christina Lambrou |
Production Company | MJZ |
Director | Nicolai Fuglsig |
Executive Producer | Lindsay Turnham |
Producer | Tim Wild |
Production Manager | Dan Gay |
Director of Photography (DOP) | Joost van Gelder |
1st AD | Robert Blishen |
Production Designer | Ricky Eyres |
Facility Production Company | Green Olive Films |
Production Manager | Babis Vlachodimitropoulos |
Editor | Rick Russell |
Editorial Producer | Nikki Porter |
Assistant Editor | James Stubbs |
Assistant Editor | Matt Gabzdyl |
Post Production | Nineteentwenty |
Colorist | Kai Van Beers |
VFX Supervisor | Bill McNamara |
2D VFX Supervisor | Chrys Aldred |
CG VFX Supervisor | Ben Revens |
Concept | 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 |
Sound Producer | Olivia Ray |