British Army This is belonging | STASH MAGAZINE

We Are Royale: British Army “This is Belonging”

We Are Royale animate a series of five groundbreaking ads designed to expand recruitment for the British Army by directly confronting the concerns of women, gays, Muslims, and those who fear they are too emotional or physically unfit to serve.

Produced as part of the “This is Belonging” campaign by UK agency Karmarama with Antfood handling music and sound design.





Client: British Army
Agency: Karmarama
Direction: We Are Royale
Original Music & Sound Design: Antfood

One Response to “We Are Royale: British Army “This is Belonging””
  1. Jo says:

    While it’s a lovely execution, I don’t think it’s the right execution for the brand or the intended audience. Just because it’s different isn’t enough to be engaging.