CLIENT

ROYAL NAVY

BRIEF

RECRUITMENT NUMBERS HAVE DROPPED IN RECENT YEARS

INSIGHT

PEOPLE SEE THE MILITARY AS A LAST RESORT AND THE EASY CAREER OPTION IF ALL ELSE FAILS

SOLUTION

GIVE PEOPLE A TASTE OF THE REAL PHYSICAL AND MENTAL REQUIREMENTS TO JOIN THE ROYAL NAVY 

STRATEGY

MADE FOR THE ROYAL NAVY

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We'd install this unique pull up bars into selected gyms, designed to look like a periscope. Once you hold yourself at the top of the pull up, it will reveal the pull up challenge to qualify

for the Royal Navy.

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Also placed throughout gyms nationwide would be these Royal Navy challenges to see if people have what it takes to qualify for the Royal Navy.

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We wanted to challenge people mentally as well as physically, so we'd also do adverts with brain teasers and problem solving tasks.

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Once completing the task you'd scan the QR code on the poster and it would create a VR experience transporting you onboard an aircraft carrier.

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After taking part in one of the challenges, you'd be invited to an experience day to see what the average work day is like for someone in the Navy.

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We wanted to really push people to see if they had what it takes. We'd create a social experiment where a stranger has fallen onto a train track and not able to rescue themselves. Would you step in? We'd repeat the experiment multiple times and film it. Then create an advert with the results.

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