What’s in it for me is the ultimate motivator, is it not? Accenture Song and Capita have built their latest series of British Army recruitment films on its answers.
The films, that highlight the personal and professional benefits – the surprising, important and enduring skills that can develop – by joining the British Army, extend the British Army’s You Belong Here campaign that launched in September 2023.
In each of the films, British Army operations are suddenly paused when a serving soldier calls a halt. Walking through a freeze frame, they break the fourth wall, speaking directly to camera and addressing the audience. Each execution references a typical and expected association of British Army life, whether that be focus, teamwork, excitement, or importance, before asking viewers directly, “But what you want to know is, what’s in it for me?”
The series is built from research indicating that 59% of young people did not believe that they would fit in with the British Army. The work aims to raise awareness that the Army is more than its perceptions. Recent research has shown that highlighting the personal and professional development opportunities available in an Army career would increase consideration in 79% of the target audience.
Four 30-second films and 15, 10 and 6-second cut downs will run on VOD channels across broadcast television and streaming platforms. The films will also run through online video and on social platforms Meta, Snap and Reddit. There are two 30-second radio ads.
Capita chief marketing officer, Naomi Walter, stated, “The latest You Belong Here work highlights the unexpected benefits of joining the Army, such as becoming a qualified electrician, growing your confidence or turning the things you love – like sport – into something you get paid for. This powerful creative vividly brings home the wide range of opportunities available in the British Army and provides an inside view of what life could be like for those who are wondering if the Army is for them.”
Accenture Song managing partner, Barbara Waite, added, “We at Song are extremely proud of this latest iteration of the You Belong Here campaign. Putting soldiers front and centre, allowing for a direct conversation with potential recruits who are naturally asking what a life in the Army could mean for them.”
Credits
Client: Capita for the British Army
Chief Marketing Officer: Naomi Walter
Director of Marketing Communications: Rob Fullerton-Batten
Head of Marketing Campaigns: Sally Thomas
Senior Campaigns Executive: Ashleigh Pass
Creative Agency: Accenture Song
ECD: Adam Kean
Senior Creatives: Rachel Holding & Daniel Leppanen
TV Producers: Maja Mcintosh & Daniella Theodorou
Managing Partner: Barbara Waite
Business Lead: Christopher Cannell
Account Director: Henry Ansell
Account Manager: Eden Rodwell
Planning Director: Amy Gilmore
Planner: Caleb Webster
Production Company: Blink Productions
Director: Jesse Lewis-Reece
Producer: Corin Taylor
Director of Photography: Evangelos Polychronopoulos
1st AD: Ben Glickman
Production Designer: Paulina Rzeszowska
Editing: Tenthree
Editor: Billy Mead
Producer: Rachel Goodger
Post Production: 1920
Creative Director: Bill McNamara
2D VFX Supervisor: Ed Poulson
2D Artists: Lucas Warren, Alejandro Marzo, Loredana Gangemi, Matilda Craig
3D Supervisor: Chris King
3D Artists: Will Davies, Andreas Georgiou, Miles Tomalin
Colourist: Oliver Banks Thompson
VFX Executive Producer: David Keegan
VFX Producer: Heather Brown
VFX Production Co-Ordinator: Lena Almeida
Editor: Isabelle Wroth (10” and 6”)
Sound: 750MPH
Engineer: Sam Ashwell & Marcin Pawlik
Producer: Olivia Ray & Aishah Amodu
Media: Essence MediaCom – Planning
Manning Gotlieb OMD – Implementation
