Teen Girls Argue About Reasons to Join Up in Spot for British Army
Karmarama Campaign Eschews Typical Military Advertising
Editor's Pick
A new campaign for the British Army takes a different tack from typical military advertising. It features no combat or weaponry, and it's not all about trying to sell potential recruits the excitement of becoming a soldier. Instead, it features everyday conversations and is about ignoring the naysayers who will give you a reason not to join.
One of two new spots, by Karmarama, centers on a trio of teenage girls walking by a flyover in an inner-city setting. "Don't join the Army," one tells her friend. But the girl replies with a list of reasons why "don't" would close so many doors; she won't be able to get away from where she is, to find a new life and be a better version of herself. Another spot features a father and son in a garage; again, the father tells his son not to join up, and the son replies with a heartfelt list. James Rouse of Outsider directed both spots.
The campaign is aimed at attracting 16-24 year olds by showing them how they can grow and become better versions of themselves with an army career. It's been designed to feature genuine conversations young people might have with their friends, families, and influencers, when considering a career in the Army.
Credits
- Date
- Feb 02, 2016
- Brand :
- Barnardo's
- Client :
- Barnardo's
- Agency :
- Karmarama
- Creative Team :
- Nik Studzinski
- Creative Team :
- Adam Kean
- Creative Planner :
- Flora Proudlock
- Account Director :
- Charlotte Hodgson
- Agency Producer :
- James Faupel
- Production Company :
- Outsider
- Director :
- James Rouse
- Producer :
- Benji Howell
- Production Manager :
- Tim Steele
- Director, Photography :
- Alex Melman
- Production Designer :
- Simon Bowells
- 1st Assistant Director :
- James Sharpe
- Offline Editor :
- Art Jones
- Offline Editor :
- Bill Smedley
- Visual Effects Post Production :
- Electric Theatre Collective
- Visual Effects Artist :
- Giles Cheetham
- Visual Effects Producer :
- Libby Behrens
- Colorist :
- Lewis Crossfield
- Sound Design Company :
- Factory
- Sound Designer :
- Antony Moore
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