On 2 September the Royal Navy launched four new short films as part of its ‘Made in the Royal Navy’ recruitment campaign. Each film focuses on a key driver (discipline, friendship, travel, wellbeing) for joining the Royal Navy.
To convey these drivers, the films tell the stories of four real Royal Navy Ratings, showing how their lives changed after being recruited. Created by House 337 and directed by award-winning Greg Hackett, the 30-second videos are titled ‘Born in Paisley’, ‘Born in Southend’, ‘Born in Liverpool’, and ‘Born in Basildon’.
Royal Navy’s Head of Marketing, Paul Colley, commented in a statement: ‘Time and again, when talking to potential recruits, we see repeated themes that are clearly so important in their decision-making process. We wanted to address these head on and show that a career as a Royal Navy Rating can offer structure and opportunity, and help to develop life-long friendships in the process.’
Steve Hawthorne, Creative Director at House 337, also discussed the campaign refresh: ‘As with every campaign we’ve ever produced together, it is critical that we tell authentic stories using the brilliant servicemen and women of the Navy. Greg has a great deal of experience at really bringing these stories to life, and we’re immensely proud of this set of films and the positive impact that they will no doubt have on the ongoing recruitment push’.
The recruitment films will also be in rotation as 20-, 10- and six-second cutdowns.
Featured image: House 337 x Royal Navy
