The Army Content Hub Film & Animation
The Army isn't like other jobs. You're not choosing a new 9-5. You're choosing a new way of life.
The Army needed a video campaign that helped candidates make the biggest decision of their life. But their audience was huge.
Insights
18-24 year-olds
With so many different types of people within this age category, we knew that one series wouldn’t cut it.
Motivators + barriers
The range of influences, motivators and barriers each person faces meant a one-size-fits-all approach wouldn’t work.
Digital natives
We needed to put the world of the Army right in the palm of their hand.
We created multiple video series that each addressed specific motivators and barriers our audience were facing.
Every film could be viewed in isolation, but was part of a bigger playlist that encouraged our audience to keep watching and learn more.
Each series was created under the Army brand, but different audiences and messages require different creative styles.
What makes a…
We got into the details of what attributes the Army look for in different roles, brought to life through vivid animation.
Motivators:
Learn new skills
Great long-term career
Making a difference
We told soldiers’ proudest stories of their humanitarian work and brought them to life through storytelling.
Motivators:
Looking for purpose
Barriers:
Worried about lack of skills
Can you keep up?
We filmed extreme sports influencers putting soldiers through their paces to show that their training means they’re ready for anything.
Motivators:
Chance to get fit
Unique opportunities
Barriers:
Worried about lack of fitness
How to…
We showed the range of skills you can pick up in the Army and how they can apply to real life, to showcase the transferability of Army skills.
Motivators:
Learn new skills
Chance to get fit
Challengers
We made a mini docuseries about soldiers’ journeys to overcoming personal challenges.
Motivators:
Excitement of Army life
Barriers:
Lifestyle isn’t for me
The results
The results
The results
Fi WhitworthThrough working closely with the team at 33, we have produced some brilliant pieces of work, not only visually stunning and engaging, but also reflecting our messages and business priorities perfectly. The team really listened and understood the challenges that we presented, and this shows in the product. Looking forward to what comes next!
Capita RPP
