JWT London Reveals the Hidden Truths About Life in the Army Reserve

J. Walter Thompson London’s latest campaign on behalf of the Army Recruiting Partnering Partnership - between Capita plc and The Army - is designed to show people they can fit more adventure into their life with the Army Reserve.

The creative invites to discover how the Army Reserve can offer them the challenge, adventure or opportunity they are looking for and provide the same excitement, camaraderie and training as the Regular Army within a time commitment compatible with their lives.

Neil Godber, Head of Planning at JWT comments: "This activity encapsulates what's unique about the Army Reserve: it gives motivated people the chance to experience the adventure, challenge and camaraderie of Army life within their current career and home life"

Faith SFX, one of the most prominent and technically skilled beatbox artist in the world, created the music soundtrack made solely with the use of his beatboxing sounds.

Munzie Thind did the sound design for the spot: "The unusual thing about this project, from a sound perspective, is that the track and almost all of the sound effects are provided by a single human voice - that of British beatbox artist Faith SFX. 

During a three hour studio session with director Jake Nava and Creative Director Paul Rizzello, I recorded Faith making a range of different sounds - everything from water splashing to explosions and engine noises. The biggest challenge for me was the process of editing. We had so many brilliant sounds to choose from that it was important not to 'overkill' it. 

The final result feels fresh, organic and energetic, and really complements the slow motion, filmic shots we see on screen, as well as reflecting the campaign message of 'More than meets the eye'.

It was a remarkable project to be a part of and it was great fun to work with everyone involved."

To enable people to get a closer look at what life in the Army Reserve is really like, a series of bite-size documentaries following the soldiers are available on YouTube.

The campaign also includes an Oculus Rift Roadshow featuring 360 degree footage of the Challenger 2 Tank scene from the advertising.

Major General Chris Tickell, Director General, Army Recruiting and Training Division, said: “People feel their jobs are lacking a challenge, excitement, the opportunity to travel and a decent salary – all of which are available at a world-class standard with the Army Reserve, which this campaign aims to showcase.”

“No matter what your day job, the Army Reserve has something to offer you in your spare time, whether you want to use and improve your existing workplace skills, or try your hand at something completely different. You can travel the world, gain qualifications and benefit from confidence and leadership skills that will help you shine in your civilian career.” He adds.