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

Accenture Song

Accenture Song London, United Kingdom

7616

Бренд: The British Army Recruitment
Страна: United Kingdom

Рекламодатель: The British Army Recruitment

Заголовок	The Army Of The Future
Агентство	Accenture Song
Кампания	Nothing Can Do What a Soldier Can Do
Рекламодатель	The British Army Recruitment
Бренд	The British Army Recruitment
Дата первой трансляции/Публикации	2022 / 7
Бизнес сектор	Государственной службы занятости, набор в войска и полицию
философия	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.
Тип медиа	Телевидение и кино
Длина	60 seconds
Редакционная компания	Final Cut
Звук	750mph
Директор по маркетингу	Nick Terry
Director of Marketing & Communications	Siobhan Penrose
Social Media Content Manager	Sarah Hiorns
Marketing Campaigns Manager	Jenna Ratue
Главный креативный директор	Nik Studzinski
Исполнительный креативный директор	Adam Kean
Креативный директор	Meigan Brown
Креативный директор	Tobias Owen
Продюсер агентства	David White
Assistant Producer	Georgia Middleton
Управляющий партнер	Barbara Waite
Бизнес-лидер	Chris Cannell
Директор рабочей группы клиента	Alice Barnes
Специалист по работе с заказчиками	Telle Merotra
Planning Director	Rachel Quarnby
Senior Creative Producer	Christina Lambrou
Продакшн Студия	MJZ
Директор	Nicolai Fuglsig
Исполнительный продюсер	Lindsay Turnham
Продюсер	Tim Wild
Управляющий производством	Dan Gay
Оператор-постановщик	Joost van Gelder
1st AD	Robert Blishen
Художник-постановщик	Ricky Eyres
Facility Production Company	Green Olive Films
Управляющий производством	Babis Vlachodimitropoulos
Редактор	Rick Russell
Редакционный продюсер	Nikki Porter
Заместитель редактора	James Stubbs
Заместитель редактора	Matt Gabzdyl
Послепроизводственный этап	Nineteentwenty
Колорист	Kai Van Beers
VFX Supervisor	Bill McNamara
2D VFX Supervisor	Chrys Aldred
CG VFX Supervisor	Ben Revens
Концепция	Grant Bonser
Senior VFX Producer	David Keegan
2D Художник	Jamie Stitson
2D Художник	Yanru Yin
2D Художник	Taylor Webber
2D Художник	Doruk Saglam
2D Художник	Matt Hutchins
3D художник	Ben Thomas
3D художник	David Rencsenyi
3D художник	Dan Baiton
3D художник	Lillian Robert
3D художник	Greg Martin
3D художник	Martin Lanzinger
3D художник	Sandra Guarda
3D художник	Tammy Smith
3D художник	Joe Baker
3D художник	Ivan Tomovic
3D художник	Luis Fos
3D художник	Elena Schurkus
3D художник	Lucy Wright
3D художник	Miles Tomalin
DMP & Environment Artist	Menelaos Per
Ассистент по цвету	Jennifer Kerr
VFX Co-Ordinator	Lia Jacobs
Звукорежиссер	Sam Ashwell
Music Design	Sam Ashwell
Music Design	Michalis Anthis
Звукорежиссер	Olivia Ray