Cannes Lions

Army 'Fail Learn Win'

KARMARAMA, PART OF ACCENTURE INTERACTIVE, London / BRITISH ARMY / 2021

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Overview

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These four radio spots all depict soldiers pushing themselves hard enough to fail. The voice artist in each spot is a real soldier in a real situation, who is genuinely failing. A soldier who is unsure of public speaking makes a speech about how failing is the fastest way to learn, while faltering and stumbling over her worlds. Another soldier talks about the benefits of failure while struggling to complete a swim in difficult conditions. A third soldier attempts to talk about failure while physically pushing themselves beyond their limits on a loaded run. While a final soldier plays with the medium itself, by broadcasting themselves talking about their failure to learn telecommunication skills, while the radio signal drops in and out. The sound in the spots is imperfect and flawed, recorded live and on location. Embracing failure in a world of usually polished radio ads.

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