The Royal Navy needs Engineers. The problem is that for most people, even though Navy kit is seen as exciting, it is also intimidating and inaccessible. We had to reframe perceptions of Navy equipment to make it feel more relevant to those people who exhibit a natural mechanical curiosity, the people who take apart their bikes and put them back together again, just because they’re interested in how they work.

We targeted the campaign at school-leavers, showing them that if they exhibit this instinctive curiosity, they could work on the most cutting-edge technology as a Royal Navy Engineer.

6 SHEETS_Royal Navy Campaign