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.”
CreditsClient 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.
NHS England, M&C Saatchi UK, Director Tom Tagholm Team On PSA Highlighting The Overlooked Signs Of A Stroke
National Health Service (NHS) England has unveiled a multichannel campaign, “Act FAST,” to raise awareness of the individual signs of a stroke and get people to call 999 as soon as they suspect they may be experiencing any one symptom. The push, which is part of the ongoing “Help Us, Help You” campaign, was developed in partnership with M&C Saatchi UK.
The campaign depicts everyday situations where everything might seem relatively normal, but where there’s the sign of someone experiencing a stroke.
A key component of the campaign is this :30--directed by Tom Tagholm of Various Films--which sets up the idea that initially, a stroke might not seem like much, highlighting key symptoms: from struggling to use a paint roller, to not being able to smile when watching TV, to slurring your speech when reading a story to your grandchild. The PSA emphasizes that time is critical, ending with the line: “Face or arm or speech, at the first sign, it’s time to call 999.”
Jo Bacon, Group CEO, M&C Saatchi UK, said, “We want to ensure people take action on the first symptom, rather than waiting for more conclusive signs. To help them understand that even when everything seems normal, something serious might be happening.”
Matt Lee, executive creative director, M&C Saatchi UK, commented: “This is important work. We wanted to explore that precise moment when your world shifts, quietly yet powerfully, off its axis during a stroke. We highlight how a tiny external moment can actually be seismic—an extraordinary gear change, framed in a really ordinary way.”
Director Tagholm shared, “My Dad suffered a stroke a few years ago and was saved from the worst by acting quickly, and by the work of the NHS. So there’s... Read More