The British Army looks to the future

London-based Accenture Song has created a new campaign, called Nothing Can Do What a Soldier Can Do, for The British Army's recruitment initiative. 

The new work is the next iteration of the long-running brand positioning, This Is Belonging, developed in 2017, which encourages potential recruits to consider what the future British Army will look like.

The 60-second hero film [above] is directed by MJZ’s Nicolai Fuglsig and 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 can’t replace the value of a solider.

Accompanying OOH executions [below] depict face offs between a number of different soldiers and a robot, with each portrait, shot by the photographer Nadav Kander, capturing the confidence and self-belief of British Army soldiers. “Building on the success of our last five iterations of This Is Belonging, this year’s 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,” said Nik Studzinski, Chief Creative Officer at Accenture Song.