We devised ‘This is Belonging’, a powerful new brand platform
for the British Army.
Launched in 2017, this long-term campaign—extending across TV,
radio, outdoor, digital, and social channels—set out to show a
different, unexpected, more human side to Army life.
By taking a data-driven approach and blending it with
creativity, the campaign was highly successful in transforming
perceptions and making the Army a place where more young people
could feel they’d belong. The result was year-on-year increases
in applications, with the largest number of recruits for a
decade starting basic training in September 2019.
However, with the interests and aspirations of young people
always evolving, the Army recognized that sustaining this
success would mean being willing to continuously review its
brand relevance and messaging for each new generation.
Our latest campaign iteration was to use the platform to
challenge today’s culture of quick-fix confidence hits and show
how belonging in the Army builds a deeper type of confidence
that lasts a lifetime. This refreshed campaign launched in 2020
with a TV spot that follows a metaphorical journey of a soldier
confronted with distractions from quick confidence hits,
demonstrating an unshakeable confidence that belonging in the
Army gives. A further series of films reveal moments within the
Army which build individuals’ lifelong confidence, and posters
challenge the promises of confidence that surround us in the
modern world. Our PR team worked alongside the core team to
ensure the campaign would pique interest, get media traction,
and reach the widest possible audience, using pre-launch media
briefings to tell an authentic story.