This weekend we launched a new commercial for The Royal Navy as part of our high-profile “Made in the Royal Navy” recruitment campaign, aimed at showcasing the wealth of possibilities it offers recruits.
“Michael’s Story”, created by us follows the journey of a young man from a small town who yearns for a more adventurous life. Michael joins the Royal Navy and grows from strength to strength, relishing the challenges, opportunities and camaraderie of his new life.
The film stars a real Navy recruit and tells a true story of personal development, communicating that in the Navy it’s possible to become someone you never thought you’d be.
The campaign will run on TV, cinema, VoD and social until 12th August.
Paul Colley, Head of Marketing, Royal Navy said: “Made In The Royal Navy isn’t just an end line. It’s an honest observation of the growth we see in promising young people once they start their journey within the Royal Navy. This new film illustrates that growth brilliantly.”
Simon Peck, Group Managing Director, Engine, said: “Engine’s award-winning campaigns for the Royal Navy are a great example of how our creative ideas are fueled by data-driven insights to produce more powerful, targeted and impactful work. We are proud to have created this new film in the recruitment campaign and hope it goes a long way to inspire young people to consider a career in the Royal Navy.”
Last month, The Royal Navy and RAF re-appointed Engine to handle their combined advertising account, following a statutory review overseen by the Crown Commercial Service. The account is lead by Engine’s creative agency, WCRS.
Client: Royal Navy
Agency: Engine (WCRS & Trailer Park)
Executive Creative Director: Billy Faithfull
Creative Directors: Orlando Warner
Creatives: Ben Brazier, Johnny Ruthven
Executive Producer: Eliot Liss
Agency Producer: Kaiya Taffel
Agency Project Manager: Mike Downey
Account Handling: Ed Norrington, Louis Lunts, Izzy Fraser
Planning: Nicola Dyball
Media Agency: Wavemaker
Designer: Lee Burns