Capita, for the British Army

Accenture Song *Lead Agency

Rachael Quarmby, Planning Director
Christopher Cannell, Creative Agency Business Lead
Rhonwen Lally, Planning Director
Amy Gilmore, Head of Strategy
Adam Kean, Executive Creative Director
Nik Studzinski, Chief Creative Officer
Meigan Brown, Creative Director
Tobias Owen, Creative Director
Barbara Waite, Managing Partner
David White, Producer
Emily James, Strategy Lead
Christina Lambrou, Creative Production Lead
Alice Barnes, Account Director
Telle Merotra, Account Manager
Georgia Middleton, Assistant Producer

Manning Gottlieb OMD *Lead Agency

Niamh Foley, Planning Business Director
Karl Saade, Implementational Planning Manager
Lucia Li, Effectiveness Director
Rozanne Collins, Client Lead

EssenceMediacom

Barbara Panuzzo, Associate Director
Sidney Draper, Account Director - Planning

Army recruitment is critical to national defence.
Missing recruitment targets creates gaps in training that can’t be filled retrospectively, creating an impact for decades.
Young people were less engaged with the Army and had more appealing options.
While other organisations tried to motivate applicants, we chose to remove a key barrier for a generation of “main characters”.
To challenge their perception of a metaphorical and potentially literal future robot Army with an Army truth: Nothing Can Do What A Soldier Can Do.