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.”
