Capita and Accenture Song have rolled out “You Belong Here,” the latest recruitment campaign for the British Army. 

In this 30-second hero film titled “Evacuation,” we are thrust into a civilian evacuation during a conflict.  A voiceover asks us if our inclination is to do nothing or to help these evacuees. If our response is the latter, we already have the instincts needed to serve in the British Army–all we need is the training. The words “You Belong Here” appear on screen, targeting young potential recruits

Adam Kean, executive creative director at Accenture Song, said, “Our recruitment campaigns have always been about the British Army’s belief in young people. This year we wanted to speak directly to them, putting them into a typical Army situation, often under high pressure, and ask them what they’d do, what their gut instincts are. The ads reach out across the imaginary fourth wall, and tell them we’re confident they will not just fit in, but thrive.”

Billy Boyd Cape of Academy Films directed “Evacuation.”

Credits

Client Capita for the British Army  Agency Accenture Song Adam Kean, executive creative director; Meigan Brown, Tobias Owen, creative directors; Maja Mcintosh, Rosie Roswell, TV producers; Christina Lambrou, creative production director. Production Company Academy Films Billy Boyd Cape, director; Juliette Harris, producer; Molly Manning Walker, DP; Alexander Popov Marden, 1st AD; Daniel Bryant, production designer. Editorial Ten Three Post Production Billy Mead, editor; Jules Bayer-Crier, assistant editor; Rachel Goodger, producer. Postproduction 1920 David Keegan, exec producer; Heather Brown, sr. producer; Jamie Stitson, creative direction. Color Grade 1920 Kai van Beers, colorist. Sound 750mph Sam Sahwell, Marcin Pawlik, engineers; Olivia Ray, producer.

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