Army 'Everest west ridge' by Publicis

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A team of British soldiers are attempting to become the first Britons to scale Mount Everest via its notoriously difficult west ridge route. Their ascent will be filmed and documented with footage, including a video diary, used in a new advertising campaign by Publicis London aimed at attracting new recruits. Recorded conversations will be turned into radio ads demonstrating the soldiers' physical and mental exertion. The film will be used in a documentary that will be shown on TV once the climb has been completed. The campaign will run across TV, radio, press, outdoor, online and educational communications until the end of May. The western ascent is notoriously the hardest way up Mount Everest. Only 13 people have managed it.

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Released: 26 April 2006

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Credits

Project name
Everest West Ridge
Client
The Army
Creative agency
Publicis
Copywriter
Robin Garton
Art director
Alistair Ross
Planner (creative agency)
Mike Wade
Client director
Elizabeth de Vise
Media agency
ZenithOptimedia
Planner (media agency)
Adrian Marks
Director
In-house
Production company
2AM
Editor
Adam Spivey
Post-production companies
MPC
Audio post-production company
750 Andy Humphries
Retouching company
Actis
Exposure
National

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