More than Meets the Eye II
Army Reserve
Issue 34 | March 2015
Agency
JWT London
Creative Team
Executive Creative Director: Russell Ramsey Creative Director: Paul Rizzello and Olly Robinson Planner (creative agency): Neil Godber and Helen St Quintin
Production Team
TV Producer: Rebecca Hunter TV Production Assistant: Jenny Busby Director: Jake Nava Producer: Benedict Cooper Production Company: Cherry Studio Editor: Julia Knight Sound: Munzie Singh Thind from GCRS Music: Faith SFX Post production: Dan Williams – The Mill Exposure: UK
Other Credits
Business Director: Gillian Milner Account Director: Rebeca Hernandez Project Manager: Brenda Petersen Media agency: Carat Media planner: Mediacom
Date
January 2015
Background
J. Walter Thompson London's latest campaign on behalf of the Army Recruiting Partnering Partnership - between Capita plc and The Army - was designed to show people they could fit more adventure into their life with the Army Reserve.
Idea
The creative invited people to discover how the Army Reserve could offer them the challenge, adventure or opportunity they were looking for and provided the same excitement, camaraderie and training as the Regular Army within a time commitment compatible with their lives.
Neil Godber, Head of Planning at JWT comments: "This activity encapsulates what's unique about the Army Reserve: it gives motivated people the chance to experience the adventure, challenge and camaraderie of Army life within their current career and home life"
Faith SFX, one of the most prominent and technically skilled beatbox artist in the world, created the music soundtrack made solely with the use of his beatboxing sounds.
To enable people to get a closer look at what life in the Army Reserve is really like, a series of bite-size documentaries following the soldiers are available on YouTube.
The campaign also included an Oculus Rift Roadshow featuring 360 degree footage of the Challenger 2 Tank scene from the advertising.