J. Walter Thompson London

Army Reserve


More than Meets the Eye

The Army Reserve offers people the challenge and adventure that everyday life seldom provides. It’s an experience that gives the same excitement, camaraderie and training as the Regular Army, without having to quit the day-job.

Our campaign features films of people in a diverse range of Army roles, including electricians, bricklayers and HR specialists. ‘Faith SFX’, one of the best beatbox artists in the world, created the soundtrack solely using his beatboxing talents.

A series of bite-size documentaries created for YouTube, reveals the lives of our soldiers and shows first-hand what life in the Army Reserve is really like.

Potential recruits could then get involved using our ‘100% ARMY FIT’ smartphone app, designed to help reach the fitness level required of an Army solider.

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