Agency: WCRS
Date: Mar 2016
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The Royal Navy’s latest recruitment campaign for the Royal Naval Reserve (RNR) has launched with a 60” TV spot.

It marks the first stage in the roll-out of the RNR’s new positioning, ‘Don’t do the everyday, every day’. The idea stems from the wealth of new opportunities and experiences that the RNR provides, which people can fit around full-time civilian jobs. The campaign aims to show potential recruits how the RNR can build on an already exciting life by offering experiences that you wouldn’t normally get, and allowing you to do things you simply wouldn’t do in your everyday life.

The 60” spot, created by WCRS, tells the story of one Reservist’s journey and what she accomplishes in the RNR. The script focuses on Wednesday as the day that opens up a world of opportunities (many of the Reserve units around the country meet on that evening). As the story develops, we see how the RNR takes our hero outside of her everyday life and allows her to gain unique experiences.

The spot was directed by Max Fisher at Outsider, who has previously worked with the Royal Navy on their Regulars recruitment as part of the ‘Made in the Royal Navy’ campaign.


Creative Director: Jules Chalkley

Creative: Conrad Swanston, Alex Bingham

Additional Credits: Agency Producer: Eliot Liss, Millie Tett

Account Handling: Michael McConville, Ariel Haber

Planning: Liz Baines

Media Agency: MEC (Planning), Carat (Buying)

Production Company: Outsider

Director: Max Fisher

Producer: Jeremy Bannister

Editor: Rebecca Luff @ tenthree

Post Production: Creative Outpost (Grade: James Bamford @ The Mill)

Audio: Culum Simpson @ Jungle

Music: Onelung - 'Cinema 90’