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. 


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