One in five people think that the Army is less relevant than ever, according to a poll taken in December. That’s perhaps not surprising given that the number of full-time troops is being reduced by thousands, with part of the shortfall made up by reservists. Engine has created a campaign to impress on people the role the Army plays and boost recruitment for the reserves. A slick new TV ad shows situations where the Army might intervene while a voiceover describes its role in "restoring normal days from Europe to Africa to Asia". The work was created by Dan Gorlov and Julia Taylor, and directed by Seb Edwards through Academy. Media was handled by Carat.
Client: British Army
Title: 'Normal Day'
Director: Seb Edwards
Producer: Dom Thomas
Exec Prod: Lizie Gower
Production Co: Academy
Agency: Engine
Creative director: Paul Snoxell
Creatives: Dan Gorlov & Julia Taylor
Agency producer: Joseph Pawsey
Account handling: Alex Harlow & Chris Boyton
Annie Gallimore & Simon Peck
Planning: John Crowther
Media agency: Carat
Editor: Paul Watts @ The Quarry
Post-production: Electric Theatre Collective
Audio: Sam Ashwell @ 750mph