British Army "This is belonging 2018" by Karmarama

The British Army's latest recruitment campaign sparked controversy last week before it was even released, with some traditionalists claiming it would miss the organisation's core audience.

But with recruitment levels down, welcoming a broader audience seems a positive step. The new ads by Karmarama tell stories of soldiers who for different reasons overcame misconceptions that they wouldn’t fit in, such as a Muslim man who continues to practice his faith while serving in the Army. The stories will go into more depth in long-form animations online which are narrated in the soldiers’ own words. The ads were created by Imogen Tazzyman and James Rooke, directed by Frederic Planchon and Si & Ad through Academy Films, and the animations produced by We Are Royale. 

Credits

Creative agency
Chief creative officer
Executive creative directors
Creative directors
Creative team
Planner (creative agency)
Agency producers
Business lead
Account director
Account manager
Account executive
Production company
Director - ‘Prayer’ and ‘Pull Up’
Director - ‘Voice’, ‘Letter’, ‘Buckaroo’
Producer
Production manager
Director of photography
1st AD
VFX post house
VFX supervisor
VFX producer
Sound design
750
Music company
Animation production company

Become a member of Campaign from just £51 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.

SUBSCRIBE