Potential recruits to the Royal Marines are being rallied in a new
national cinema and press campaign from Rainey Kelly Campbell
The new campaign builds on the brand idea of "strength of mind" and
throws down the gauntlet to those considering the idea of joining the
Royal Marines by showing the difficulty of getting through training.
Intending to mobilise those who really have what it takes to make it in
the force, the cinema spot follows a recruit negotiating a water tunnel
as part of a training course.
At various points he comes close to breaking point, with the pain of the
intensive activity etched on to his face. The new endline, "99.99% need
not apply", makes it clear that only a minority will be up to meeting
such a challenge.
The press work, shot by the photojournalist Tom Stoddard, features
gritty and challenging images asking the viewer to assess whether they
would have the strength of mind to make it as a Marine in the position
Tony Harris, a managing partner at RKCR/Y&R, said: "We set out to create
some really challenging work that did justice to the toughness and
resolve of the Royal Marines, and fitted with its premium positioning as
Britain's elite fighting force. I think we've achieved that."
Brian Cooper and Jason Stewart wrote and art directed the campaign.
It was shot by Ivan Zacharias of Stink. Media planning is though The
Media Edge, with buying through Universal McCann, MediaCom, OMD and COI