Today sees the launch of a bold, new public information campaign for the Army which aims to improve public understanding of what they do and support recruiting across the whole Army.

Our multi-channel campaign ‘Normal Day’ marks a departure from previous recruitment-led Army campaigns that focused on the job roles and benefits available in the Army. ‘Normal Day’ showcases the many unsung roles the Army performs and how it has restored normality to communities that have come under threat at home and abroad.

Brigadier Nick Orr said: “We have launched this campaign to improve understanding about what the Army does, but also to showcase the people that make our Army the force it is for good. These skilled men and women help to ensure normality is preserved for people at home and overseas and this campaign helps bring that to life for a modern audience who, in part at least, may question its future role and relevance.”

Research shows that one in four 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. So by improving awareness and understanding of what the Army does, ‘Normal Day’ also aims to support ongoing recruitment and encourage part-time roles with the Army Reserve.

The campaign is further supported by print, press, OOH, digital and a series of online documentaries showing how Army personnel have impacted ordinary people’s lives in the UK, Kosovo and the Philippines.


Full credits:

Client: The British Army
Agency: Engine
Creative Director: Paul Snoxell
Creatives: Dan Gorlov and Julia Taylor
Agency Producer: Joseph Pawsey
Account Handling: Alex Harlow, Chris Boyton, Annie Gallimore and Simon Peck
Planning: John Crowther
Media Agency: Carat
Production Company: Academy Films
Director/Animator: Seb Edwards
Producer: Dom Thomas
Editor: Paul Watts @ The Quarry
Post-Production: Electric Theatre Collective
Audio: Sam Ashwell @ 750 MPH