British Army recruitment ad aims for OOH 3D knockout

The British Army is aiming to bring in new recruits with a heavy hitting campaign fronted by England boxing champion and Grenadier Guard LSgt Natty Ngwenya, in a move designed to show young people that there is a place for them and to challenge misconceptions that they would not fit in.

The activity is the latest phase of the Army’s “You Belong Here” recruitment campaign, developed from the strategy devised by Karmarama back in 2017 which scooped the DMA grand prix six years ago. It features an animated anamorphic 3D OOH ad running at seven locations around the country, including Glasgow, Nottingham, Manchester and Westfield Stratford City Four Dials.

Research has uncovered young Brits share similar values with the Army of respect, working hard, fun and being helpful. The campaign creative puts potential recruits in the heart of dramatic scenarios where a first-person perspective is used, and the viewer invited to make decisions about what to do next.

Created by Ocean Outdoor’s real-time 3D creation tool for photoreal visuals and immersive experiences, the ad depicts a group of soldiers delivering aid and support in intense hurricane conditions, demonstrating a scene which aligns with the ‘being helpful’ value that young people hold.

As the story unfolds, LSgt Natty Ngwenya, Infantry and Section Commander of the Grenadier Guards, is seen running to the foreground then leaning out from the screen and beckoning passers by to get involved and help.

The creative also takes advantage of Ocean’s DeepScreen Alive technology, which in this case allows the ad to live update and match the time of day in the animation as it changes in real life.

Planned and bought by Posterscope for outsourcing giant Capita, the animation was produced by Ocean Labs and Ocean Studio with creative direction from Accenture Song.

Lieutenant Colonel Kevin Bingham said: “This year’s recruitment campaign was designed to speak directly to young people and strive to put them into typical Army situations. In a first for the British Army, we are using this incredible 3D OOH DeepScreen technology to create an experience that will immerse people into one of the many scenarios that our soldiers can find themselves and encourage them to consider the British Army as a career.”