Accenture Song has created a campaign platform called “Nothing Can Do What a Soldier Can Do” in its ongoing work supporting The British Army recruitment. The new line is being introduced in this 60-second hero film directed by Nicolai Fuglsig of MJZ.
This "The Army of the Future" spot shows an imagined, dystopian future where a robotic soldier scouts the terrain of a conflict zone. Made of over 4,000 individual CGI elements and 2,000 sound design samples, it paints an impressive picture. But it can’t replace the value of a solider, and this is where the spot ends–identifying the true face of the Army’s future: you.
Nik Studzinski, chief creative officer at Accenture Song, said that this new campaign “highlights another strongly held belief in the British Army; that while they are one of the most technologically advanced in the world with incredible kit and impressive hardware–nothing will ever replace their single, most important asset. The soldier.”
Credits
Client Capita for The British Army Agency Accenture Song Nik Studzinski, chief creative officer; Adam Kean, executive creative director; Meigan Brown, Tobias Owen, creative directors; David White, sr. producer; Georgia Middleton, assistant producer; Christina Lambrou, creative production lead. Production MJZ Nicolai Fuglsig, director; Lindsay Turnham, exec producer; Tim Wild, producer; Joost Van Gelder, DP; Robert Blishen, 1st AD; Ricky Eyres, production designer. Production Services Green Olive Films Maria Kopanou, exec producer; Babis Vlachodimitropoulos, production manager. Editorial Final Cut Rick Russell, editor; Nikke Porter, producer; James Stubbs, Matt Gabzdyl, assistant editors. VFX nineteentwenty, London Kai Van Beers, colorist; Bill McNamara, VFX supervisor; Chrys Aldred, 2D VFX supervisor; Ben Revens, CG VFX supervisor; Grant Bonser, concept; David Keegan, sr. VFX producer; Jamie Stitson, Yanru Yin, Taylor Webber, Doruk Saglam, Matt Hutchins, 2D artists; Ben Thomas, David Rencsenyi, Dan Baiton, Lillian Robert, Greg Martin, Martin Lanzinger, Sandra Guarda, Tammy Smith, Joe Baker, Ivan Tomovic, Luis Fos, Elena Schurkus, Lucy Wright, Miles Tomalin, 3D artists; Menelaos Per, DMP & environment; Jennifer Kerr, color assist; Lia Jacobs, VFX coordinator. (Toolbox: Nuke, Maya, Houdini, Mantra, Baselight) Music/Sound Design/Audio Post 750mph Sam Ashwell, sound design/music design & mixer; Michalis Anthis, music design; Olivia Ray, sound producer.
Directed by Steve Rogers via Biscuit Filmworks for agency VCCP London, this spot titled “Memory” opens with a daughter visiting her father at his home, a bar of Cadbury Wholenut chocolate in hand. Her father, living with dementia, smiles at the sight of the chocolate, recognizing it as a gift his daughter has bought him since she was a child. In this moment, he doesn’t recognize her as his daughter. Instead, he begins to tell her how this ritual gifting always makes his wife laugh because, as he proudly reveals, he’s always hated nuts.
The daughter can’t help but laugh, touched by the idea that her father has kept this secret for so long. As he looks at her earnestly, he asks her not to tell his “daughter”--meaning her--about the secret, because “it makes her so happy.” The daughter responds softly. “It does.” She recognizes the quiet generosity of her father’s long-held secret, something he’s kept hidden from her all these years, despite not always remembering who she is.
Cadbury is committed to telling inclusive stories rooted in human truths that are representative of the U.K. To ensure the story’s accurate portrayal of people living with dementia, Cadbury consulted with specialists throughout the development of the film.
Cadbury has extended its partnership with Alzheimer’s Research UK, the UK’s leading dementia research charity, into 2025. The two organizations first joined together in 2024 to celebrate the role of Cadbury in the nation’s shared memories and to support the charity’s mission for a cure for dementia.
“Memory” was brought to life with the help of VCCP’s global content production studio Girl&Bear. The film will run across the U.K. throughout 2025, appearing on TV, VOD,... Read More
