D&AD

It is becoming increasingly hard to recruit quality people into the Armed Forces; the Royal Navy is no exception. The biggest challenge is that most potential recruits don’t understand what life is really like in the Royal Navy and wrongly assume it’s a lonely, boring life on the ocean. We were asked to produce a piece of viral communication to complement the overall Royal Navy recruitment campaign, while also showcasing the breadth of jobs available. Mobile phone penetration for 15 to 24-years-olds is over 90 per cent, but we hadn’t seen any creatives for mobile phones that had really pushed the boundaries. If we could produce something compelling that people could access via their handsets, it would be hugely effective.