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

Accenture Song

Accenture Song London, Royaume-Uni

7612

Marque: The British Army Recruitment
Pays: Royaume-Uni

Annonceur: The British Army Recruitment

Titre	The Army Of The Future
Agence	Accenture Song
Campagne	Nothing Can Do What a Soldier Can Do
Annonceur	The British Army Recruitment
Marque	The British Army Recruitment
Date de première diffusion/publication	2022 / 7
Secteur d'activité	Recrutement des fonctionnaires, de la police et de l'armée
Philosophie	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.
Type de média	Télévision & Cinéma
Longueur	60 seconds
Montage	Final Cut
Son	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 création	Nik Studzinski
Directeur de la création	Adam Kean
Directeur de création	Meigan Brown
Directeur de création	Tobias Owen
Producteur, agence	David White
Assistant Producer	Georgia Middleton
Directeur associé	Barbara Waite
Business Leader	Chris Cannell
Directeur de clientèle	Alice Barnes
Responsable de budget agence	Telle Merotra
Planning Director	Rachel Quarnby
Senior Creative Producer	Christina Lambrou
Maison de production	MJZ
Réalisateur	Nicolai Fuglsig
Producteur exécutif	Lindsay Turnham
Producteur	Tim Wild
Directeur de la production	Dan Gay
Directeur de la photo	Joost van Gelder
1st AD	Robert Blishen
Chef décorateur	Ricky Eyres
Facility Production Company	Green Olive Films
Directeur de la production	Babis Vlachodimitropoulos
Monteur	Rick Russell
Editorial Producer	Nikki Porter
Assistant Monteur	James Stubbs
Assistant Monteur	Matt Gabzdyl
Post production	Nineteentwenty
Coloriste	Kai Van Beers
VFX Supervisor	Bill McNamara
2D VFX Supervisor	Chrys Aldred
CG VFX Supervisor	Ben Revens
Concepteur	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
Producteur son	Olivia Ray