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Hot pick - Must-see projects of the week

CLICKON Studios

America's Navy

Faces Of The Fleet

How do we inspire a new generation of men and women to consider a career in the United States Navy?

Disciplines: Advertising/Creative, Branded content

Sector:

Agency: Faces Of The Fleet, CLICKON Studios

BITE Insight

Over the last few years, recruitment drives for the armed forces have become less about the huge, hulking, seemingly impressive machinery and more about the human stories behind them. This is the approach that CLICKON Studios took with their campaign for America’s Navy (US Navy), Faces of the Fleet, part of the overarching strategy, Forged by the Sea.

The episodic, documentary style series launched with one short film a month. Each focusses on the men and women who have built careers in the Navy, allowing us a glimpse into the lives of real sailors both at home and on active duty.

The narrative style of each of the videos humanises the armed forces moving the imagery away from boats, ships and the mechanics, turning instead towards the people at its heart, those who live and breathe it.

Every video comes back to the ocean, the waves pushing at the beach, the still of the surface in the harbour, the water’s magnetism drawing both the sailor and viewer in. The longer format means the campaign doesn’t feel like a direct recruitment drive but more of an insight into the life that the Navy has to offer.

About the author

Izzy Ashton, Assistant Editor of BITE, Creativebrief

Izzy is a writer/researcher for BITE, Creativebrief’s daily insight into global marketing trends and the cultural movements driving them. She keeps abreast of the latest communication, technology and consumer news, and is responsible for conducting interviews with key agency strategists and creatives to gain insight into the most innovative global campaigns.

www.linkedin.com/in/izzy-ashton-950352a7

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