It’s all in the execution, so what?

JWT London conquers a difficult sell by letting a standout production do the talking.

Joining the Army Reserve is not a top ten idea for most of Gen Y and Millenials. And the idea that “people they can fit more adventure into their life with the Army Reserve” is not a new one. It’s just the only one with wide appeal…which takes us back to the first statement and a real problem for JWT London, whose job it was to create a campaign for the Army Recruiting Partnering Partnership that would boost the number of new recruits.

So JWT did two clever things. First, it gave an old idea a little twist. Rather than camouflage the “Army” part of Army Reserve, it made it useful.

The creative explores how the Army Reserve can offer the same challenge, adventure or opportunity as the Regular Army and provide the same excitement, camaraderie and training as the Regular Army without taking over people’s everyday lives.

“This activity encapsulates what’s unique about the Army Reserve: it gives motivated people the chance to experience the adventure, challenge and camaraderie of Army life within their current career and home life,” Neil Godber, head of planning at JWT, explained.

Secondly, JWT housed the usual scenes of activity, camraderie and excitement in a kick-arse production: great direction, brilliant editing and an adrenalin kick soundtrack created by beatbox artist, Faith SFX, and designed by Munzie Thind from Grand Central Recording Studios.

This is Faith SFX:

“The unusual thing about this project, from a sound perspective, is that the track and almost all of the sound effects are provided by a single human voice. I recorded Faith making a range of different sounds – everything from water splashing to explosions and engine noises – during a three hour studio session with director, Jake Nava, and creative director, Paul Rizzello,” Thind explained.

“The biggest challenge for me was the process of editing. We had so many brilliant sounds to choose from that it was important not to ‘overkill’ it.

“The final result feels fresh, organic and energetic, and really complements the slow motion, filmic shots we see on screen, as well as reflecting the campaign message of ‘More than meets the eye’.”

Remember the ad last year that replicated sensory overload in autism using sound? That was Munzie Thind.

This is the Army Reserve ad, Be The Best:

It is being supported by VOD, radio, digital outdoor, social media and digital display. A number of

YouTube documentaries give people a closer look at what life in the Army Reserve is really like. And there is an Oculus Rift Roadshow featuring 360 degree footage of the Challenger 2 Tank scene from the advertising.

Creative credits:

Creative agency: J. Walter Thompson London

Executive creative director: Russell Ramsey

Creative directors: Paul Rizzello & Olly Robinson