The Royal Navy has revealed its latest recruitment campaign for the Royal Naval Reserve (RNR), rolling out its new brand positioning – ‘Don’t do the everyday, every day.’
Created by WCRS, the idea stems from the wealth of new opportunities and experiences that the RNR provides and aims to show potential recruits how the RNR can build on an already exciting life by offering experiences that you wouldn’t normally get.
“’Don’t do the everyday, every day’ just leapt off the page and captured everything we wanted from the brief we gave WCRS,” explained Paul Colley, Royal Navy head of marketing. “The Royal Naval Reserve is not for people with spare time of their hands, but for those who want to live life to the full and want to take life’s opportunities.”
Jules Chalkley, creative director at WCRS, added: “For the Royal Naval Reserve we set out to create a campaign that has a dramatic and visceral feel to it, something with real energy and emotion that connects with our target audience – a very dynamic group of people who are on a quest to push their own boundaries and live life to the full.”
The 60-second spot tells the story of one Reservist’s journey and what she accomplishes in the RNR.
Agency: WCRS
Creative Director: Jules Chalkley
Creative: Conrad Swanston, Alex Bingham
Additional Credits: Agency Producer: Eliot Liss, Millie Tett
Account Handling: Michael McConville, Ariel Haber
Planning: Liz Baines
Media Agency: MEC (Planning), Carat (Buying)
Production Company: Outsider
Director: Max Fisher
Producer: Jeremy Bannister
Editor: Rebecca Luff @ tenthree
Post Production: Creative Outpost (Grade: James Bamford @ The Mill)
Audio: Culum Simpson @ Jungle
Music: Onelung - 'Cinema 90’
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