Accenture Song and Capita are together launching their latest suite of recruitment films for the British Army that will integrate into the You Belong Here campaign, lifting the lid on the personal and professional benefits of joining the British Army.
The “You Belong Here” campaign has been expanded to shine a light on the surprising, important and enduring skills that recruits can develop as part of a career in the British Army.
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?”
Each film is designed to highlight the benefits and personal growth opportunities offered by the British Army. They demonstrate how these experiences promote self-development, providing significant life advantages such as gaining valuable skills and qualifications, developing transformative confidence, and engaging in a variety of sports during free time. This year’s campaign extension builds on the launch of “You Belong Here” in September 2023. Following research indicating that 59% of young people did not believe that they would fit in with the British Army, the campaign aims to raise awareness that the Army is more than its perceptions.
The new films aim to clearly convey the benefits and opportunities available with the British Army.
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. These new adverts effectively highlight what the audience can gain from a career in the Army.
Working in collaboration with Capita on behalf of the British Army, the latest work comprises four 30-second films and 15, 10 and 6-second cut downs to 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.
“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,” said Capita chief marketing officer Naomi Walter.
“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,” said Accenture Song managing partner Barbara Waite.
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 Producer: Maja Mcintosh
TV Producer: 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
Edit: Ten Three Post Production
Editor: BILLY MEAD
Assistant editor:
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 Exec. 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