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WCRS Heads on a Journey of a Lifetime in New Royal Navy Spot, 2 years, 9 months ago

Rattling Stick's Ed Morris directs Royal Navy recruitment campaign

WCRS Heads on a Journey of a Lifetime in New Royal Navy Spot

On the 27th December, the Royal Navy launched a new recruitment campaign for Royal Navy Ratings, created by WCRS.

The campaign breaks with a 60 second TV spot – directed by Ed Morris at Rattling Stick – which tells the story of a boy progressing from childhood to adulthood and shows how his proactive decision to join the Royal Navy, and the experiences it brings, are the making of him as a person. He is ‘Made in the Royal Navy.’

‘Made in the Royal Navy’ effectively communicates that life in the Royal Navy offers a world of opportunities and aspiration. Strategically, creatively and stylistically, this is a completely new approach for Armed Forces recruitment advertising, marking a shift away from the Armed Forces functional offers such as training and equipment, and focussing instead on the personal qualities that an individual gains. 

All advertising executions direct to a new landing page on the Royal Navy recruitment website, developed by E3, which features further films created by WCRS and produced by documentary film maker Max Fisher. These online films tell personal stories of people who were also ‘Made in the Royal Navy’, as well as providing more information about the job roles and application process.

Paul Colley, Head of Marketing, Royal Navy said: “The personal journey and the changes they bring were such powerful ones in young Royal Navy Ratings that it seemed to offer the most compelling reason to consider a career in the Royal Navy. WCRS’ Made In The Royal Navy really delivered on this personal journey and brought the massive array of experiences in the RN to life.”

Billy Faithfull, Executive Creative Director, WCRS said: "When meeting Royal Navy people of all ranks and backgrounds over the last eight years, it's always been the personalities and human qualities that have stood out. It struck us when we were developing Made in the Royal Navy that the most valuable thing The Royal Navy can give you isn't the training, the travel, the experiences, the friendships or the qualifications, but the person you become through these experiences. In short, wherever you are born, you are Made In The Royal Navy."


Advertiser: Royal Navy

Creative Agency

Account Manager: Simon Peck, Michael McConville, Sally Borda, Louis Lunts

Creative Agency: WCRS

Creative: Ben Brazier & Johnny Ruthven

Executive Creative Director: Billy Faithfull

Producer: Eliot Liss

Strategist: Liz Baines

Digital Production Company

App/Digital Production: E3

Media Agency

Buyer: M4C/Carat

Media Agency: MEC

Music and Sound

Audio Post Production: Ben Leeves @ GCRS


Editor: Sacha Szwarc @ Speade

Post Production / VFX

Grade: Simone Grattarola @ Rushes

Post Production House: Creative Outpost

Production Company

Director: Ed Morris

DOP: Jim Joliffe

Producer: Chris Harrison

Production Company: Rattling Stick

Category: Corporate and social , Forces

Genre: Dialogue , People , Storytelling