Karmarama’s Army latest shows welcome dose of reality

Great things are expected of Karmarama now it’s been bought by Accenture Interactive, with access to Accenture’s vast client base.

But the agency was improving steadily under its own steam and one of its showcase accounts is the British Army.

It’s latest effort is called ‘This is Belonging’ and comes in two parts. The first one has the unlucky squaddies being rained on, the second plodding up a snow-covered mountain with that chirpy never-say-die spirit the army would like to think distinguishes it.

Will these have recruits beating the Army’s door down? Or maybe the intention is to weed out the couch potatoes and attract tough guys?

A welcome dose of reality nevertheless.

MAA creative scale: 7.

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