Royal Navy | A Celebration of Duty

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