Army launches latest campaign with Oculus Rift roadshow

The Army will be taking an Oculus Rift roadshow around the country so people can see what life is like in the Army Reserve as part of its "more than meets the eye" series.

At London’s Waterloo Station today until 7pm passersby can use Oculus Rift headsets to get a feel of what life is like in the Army Reserve.

The roadshow will then move around the country, visiting Newcastle, Manchester and Leeds.

The campaign, by JWT London, also includes a TV ad that breaks on Channel 4 and Channel 5 this evening.

The TV ad features slow motion shots of soldiers at work, firing weapons, in a fast-moving boat, repairing equipment underwater and, finally, jumping into a jungle pool.

There are several slow-motion explosions.

The sequences are set against captions conveying a more mundane office-based life, matching previous ads.

Neil Godber, the head of planning at JWT, said: "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."

The campaign is supported by video-on-demand, radio, digital outdoor, social media and digital display, and a roadshow featuring 360-degree 3D Oculus Rift presentations. 

The Oculus Rift 360-degree footage was produced by virtual reality specialists, Visualise, who worked with JWT. Media planning is by MediaCom, and media buying by Carat.

The music on the ad comes from the beatboxer Faith SFX, who has created a drum'n'bass-style track using only sounds made with his mouth.

Russell Ramsay was the executive creative director on the campaign. The creative directors were Paul Rizzello and Olly Robinson and the ad was directed by Jake Nava for Cherry Studio.

Major General Chris Tickell, the director general of Army Recruiting and Training, said: "People feel their jobs are lacking a challenge, excitement, the opportunity to travel and a decent salary – all of which are available at a world-class standard with the Army Reserve, which this campaign aims to showcase."

Topics

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).