The British Army Recruitment

Nothing Can Do What a Soldier Can Do

Agencies: Accenture Song MJZ


Accenture Song has created a new 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 a 60-second hero film, which breaks on television and in cinemas on 1st July 2022, with work also spanning radio, OOH, online and social media.

The new work is the next iteration of the long-running brand positioning ‘This Is Belonging’, developed in 2017, developed by Accenture Song together with Capita and the British Army. The new campaign platform encourages potential recruits to consider what the future British Army will look like by focusing on its position as one of the world’s most technologically advanced organisations, with a diverse workforce.

Recent research shows a third (30%) of Brits say they think the Army may rely on robots for jobs in the future instead of humans (1). So while the campaign emphasises the Army’s advancements in everything from cyber intelligence to robotics, the message is clear: soldiers will always be its most valuable asset.

Directed by MJZ’s Nicolai Fuglsig, the hero film 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 – showing the true face of the Army’s future: you.

OOH executions depict face offs between a number of different soldiers and a robot, with lines such as “Nothing can think like a soldier can think”, with each portrait, shot by the photographer Nadav Kander, capturing the confidence and self-belief of British Army soldiers. Further radio, digital and social executions will highlight traits the Army needs, from empathy to imagination.

To build anticipation for the launch, there will be a week of teaser activity online. The initial TV burst runs for a fortnight, while the film will stay in cinemas for two months initially, with further activity throughout the year.

The initial work focuses on full-time recruitment, but the brand platform is flexible and will be adapted for different messaging and Reserves later in the year.

This professional campaign titled 'Nothing Can Do What a Soldier Can Do' was published in United Kingdom in July, 2022. It was created for the brand: The British Army Recruitment, by ad agencies: Accenture Song and MJZ. This Film and Integrated media campaign is related to the Military industry and contains 1 media asset. It was submitted over 1 year ago.


Client: Capita for The British Army
Marketing Director: Nick Terry
Director of Marketing & Communications: Siobhan Penrose-Johnson
Senior Marketing Campaign Manager: Leanne Gregg
Marketing Campaign Manager: Jenna Rattue

Agency: Accenture Song
CCO: Nik Studzinski
ECD: Adam Kean
CD: Meigan Brown
CD: Tobias Owen
Snr Agency Producer: David White
Assistant Producer: Georgia Middleton
Managing Partner: Barbara Waite
Business Lead: Chris Cannell
Account Director: Alice Barnes
Account Manager: Telle Merotra
Planning Director: Rachel Quarnby
Snr Creative Producer: Christina Lambrou

Production Company: MJZ
Director:  Nicolai Fuglsig
Executive Producer: Lindsay Turnham
Producer:  Tim Wild
Production Manager:  Dan Gay
DoP:  Joost Van Gelder
1st AD:  Robert Blishen
Production Designer:  Ricky Eyres
Facility Company:  Green Olive Films
Exec Producer:  Maria Kopanou
Production Manager:  Babis Vlachodimitropoulos

Edit: Final Cut
Editor: Rick Russell
Producer: Nikki Porter
Asst Editor : James Stubbs
Asst Editor : Matt Gabzdyl

Post Production: nineteentwenty
Colourist: Kai Van Beers
VFX Supervisor: Bill McNamara 
2D VFX Supervisor: Chrys Aldred
CG VFX Supervisor: Ben Revens
Concept: Grant Bonser
Senior VFX Producer: David Keegan
2D Artists: Jamie Stitson, Yanru Yin, Taylor Webber, Doruk Saglam, Matt Hutchins
3D 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
DMP & Environment Artist: Menelaos Per
Colour Assist: Jennifer Kerr
VFX Co-Ordinator: Lia Jacobs

Sound: 750mph
Sound Design: Sam Ashwell
Music Design: Sam Ashwell & Michalis Anthis 
Sound Producer: Olivia Ray

OOH Production:
Head Of Design: Simon Wakeman
Designer: Josh Lowe
Animator & Artwork: Sam Coyne
Studio Director: Mike Almond

OOH Production Company: LGA Management
Photographer: Nadav Kander
Digital Operator: Sam McElwee
Photographer assistant: Ian Kirby & Samy Weller
Producer: Vanessa Darling & Craig Shipman, Sally Hughes
Production Assistant: Tom Conant


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