The British Army "Nightingale" by Karmarama

The British Army's latest recruitment campaign draws parallels between Florence Nightingale and soldiers' response to Covid-19.

The animated ad features Nightingale as she tends to soldiers during the Crimean War. Her light shines against a wall, projecting clips of the army’s efforts during the pandemic and revealing how a new generation has honoured the nurse's name. The British Army's response has included distributing PPE and helping to plan and build seven Nightingale hospitals across England. 

"When the worst happens, the best stand up," the ad declares at the end. 

Launching across TV, video-on-demand and social channels, it was created by James Rooke and Imogen Tazzyman, and directed by Felix Massie through Nexus Studios.

January saw the British Army poke fun at influencer culture in a bid to encourage a new generation of recruits.

Credits

Head of marketing
Chief marketing officer
Creative agency
Chief creative officer
Executive creative director
Creative director
Creative director
Head of planning
Senior planner
Head of broadcast
Production assistant
Creative producer
Managing partner
Account director
Account manager
Production company
Director
Designer/ original illustration
Animation lead
Compositor
Visual effects company
Creative director
VFX supervisor
VFX producer
Sound company
Sound design

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