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New Army Reserve Spot Inspires You to Become a Better You

Creative 207 Add to collection

Karmarama continues campaign with new spot from Outsider's Peter King

New Army Reserve Spot Inspires You to Become a Better You
This week sees the launch of the Army’s Reserve campaign, as part of the ‘Become a Better You’ creative platform. 

The Reserve work includes an online film directed by Peter King of Outsider, supported by national radio, VOD, digital display and data-driven eCRM & social content. 

Building on the success of this year’s Regulars recruitment campaign, which crucially did not depict serving soldiers, combat or weaponry, the Reserves activity features authentic conversations in civvy street environments.

Targeting apathy and misconceptions around the commitment needed to become a Reservist, the film execution powerfully highlights the way in which the Army helps you become a better you, whilst maintaining a full-time job. It seeks to tackle barriers head on by challenging the audience with “who’s got time for that?” and helps broaden consideration of the forces to a wider group.

Karmarama won the business in December 2015. The bold’ ‘Become a Better You’ campaign to recruit Regulars from earlier this year has drove a 10% uplift in website views and positive brand tracking across all key audiences. 
Army Reserve - Become a Better You
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Post Production / VFX

Post Production Company: Electric Theatre Collective


Editor: Phil Currie

Production Company

Producer: Joseph Taussig

DOP: Carl Burke

Creative Agency

Creative Agency: Karmarama

Art Director: Joe Holt

Copywriter: Luke Ramm

Producer: James Faupel


Sound Design: Grand Central

Genres: Storytelling

Categories: Military, Corporate, Social and PSAs

Karmarama, Fri, 29 Apr 2016 09:51:43 GMT