Positive Force: A celebration of The Royal Navy skills, expertise and unwavering sense of duty.
A Celebration of Duty’ honours Royal Navy personnel who, through their sense of duty, give back to their local community every single day. Seven films featuring seven extraordinary Naval personnel were co-created with the Royal Navy’s Photographic and Digital unit (The Phots).
Each film was unique to the individual and helped to tell their story. The campaign reframes the Royal Navy as a ‘Force for Good’ and aims to connect a younger generation with The Royal Navy’s humanitarian work.
The campaign quickly gained traction on its launch weekend getting shared by community organisations and celebs alike including Bear Grylls who has over 6.9 million followers on Instagram alone. On the weekend of the campaign launch, the Royal Navy website saw 51,600 more visitors than the same period last year – that’s a 956% increase.
CREDITS:
AGENCY: HIJINKS
Chief Creative Officer: Marc Allenby
Chief Creative Officer: Tamryn Kerr
Chief Executive Officer: Alicia Iveson
Creative Producer: Johnny Brock
BRAND: ROYAL NAVY
Head of Communications: Alix Vonk
Head of Creative: Helen Craven
Campaign Manager: Briony Biddle
Campaign Manager: AB Callum Dacey
Communications Manager: AB Michael Allen
PRODUCTION: ROYAL NAVY
Graphic Designer: Libbie Carr
Graphic Designer: Malcolm Birch
Graphic Designer: Jordan Vince
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