Royal Navy Engineers: If You Can Fix This...
Liz Baines
Campaign details
Client: Royal NavyAgency: WCRSBrand: Royal Navy Engineers
Summary
This is a paper about reframing.
Potential recruits believed Royal Navy ships and engineering challenges to be intimidatingly unknown, massive and o f-putting. So we reframed them as things that were familiar, manageable and inviting.
If you break it down a ship is merely a dynamic Lego kit of components very similar to a car. Break a missile open and it is built up of the same wires that are in the radio you've mended...