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Creative

Royal Navy Releases Powerful Recruitment Film Series

'Michael's Story' and 'Make a Difference' developed by WCRS/Engine star real Navy recruits and feature true stories of personal development

Royal Navy Releases Powerful Recruitment Film Series

The Royal Navy has released two new commercials in its high-profile “Made in the Royal Navy” recruitment campaign, aimed at showcasing the wealth of possibilities it offers recruits.

“Michael’s Story”, the first of the films created by WCRS/Engine and Trailer Park, 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 second commercial, “Making A Difference” showcases the wealth of opportunities and benefits offered by the Royal Navy, as it follows the story of a young man who joins expecting to spend his time training for military conflicts but is instead surprised and deeply moved by the scale of disaster relief and humanitarian aid.


The films star real Navy recruits and feature true stories of personal development, generated using research and big data analytics, and communicate that in the Navy it’s possible to become someone you never thought you’d be.

Both films are based on the lives of real Royal Navy personnel and star real recruits.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. These new films illustrate that growth brilliantly.”

Simon Peck, Group Managing Director, WCRS/Engine said: “We’re absolutely delighted to be continuing our relationship with the Royal Navy with release of these films. They began with a powerful brief which we couldn’t wait to execute, continuing the creative collaboration that has been the hallmark of the Engine and Royal Navy relationship to date. Through data-driven insights we have produced work which is not only emotive but is targeted for maximum impact. We are proud to have created these new films as part of the recruitment campaign, and hope they go a long way to inspiring 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/Engine.


 

Credits
Advertiser: Royal Navy
Creative Agency: Engine (WCRS & Trailer Park)
Executive Creative Director: Billy Faithfull
Creative Director: Orlando Warner
Designer: Lee Burns
Project Manager: Mike Downey
Planners: Nicola Dyball
Creatives: Ben Brazier, Johnny Ruthven
Account Management: Ed Norrington, Louis Lunts, Izzy Fraser
Executive Producer: Eliot Liss
Agency Producer: Kaiya Taffel
Media Agency: Wavemaker
Michael’s Story
Production Company: Rattling Stick
Director: Ed Morris
Producer: Dulcie Kellett
DOP: Matt Shaw
Editor: Flaura Atkinson @ The Quarry
Post Production: Creative Outpost
Colourist: Seamus O’Kane @ The Mill
Sound Engineer: Culum Simpson @ GCRS
Matt’s Story
Production Company: Trailer Park
Director: Greg Hackett
Executive Producer: Adam Booth
Producer: Tom Birmingham
DOP: Adric Watson
Editor: Tim Swaby
Post Production: Creative Outpost
Colourist: Simon Bourne @ Framestore
Sound Engineer: Culum Simpson @ GCRS
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Category: Corporate and social , Forces