Royal Navy - "Raj’s Story"

Engine UK

Engine UK London, Reino Unido

Premios

2585

This ad is part of the ACT Responsible Collection

Marca: Royal Navy
País: Reino Unido

Anunciante: Royal Navy

Título	Raj’s Story
Agencia	Engine UK
Campaña	Raj’s Story
Anunciante	Royal Navy
Marca	Royal Navy
Fecha de primera difusión/publicación	2021 / 9
Sector Empresarial	Empleo de los funcionarios, de la policía y del ejército
Sinopsis	The film shows Lt. Raj tying his turban before a parade and reflecting on his childhood. It tells the story of how he drifted away from his Sikh culture as a boy and then, to the disapproval of his family, joined the Royal Navy. In a voiceover, Raj says that the sense of belonging he found in the Royal Navy helped him to rediscover pride in where he came from and claim back his Sikh identity.
Filosofía	The Royal Navy is launching a powerful new TV recruitment campaign focussing on the complexities of cultural identity in the UK. The ad, created by agency Engine Creative, called ‘Raj’s Story’, tells the story of Lt. Raj, a serving Naval officer in the Submariner service, and explores his childhood growing up between two cultures in West London. It was runner-up in the Channel 4 diversity competition, which focused on the authentic portrayal of UK BAME cultures. The 60-second film, which runs for two weeks from 6th September on C4 and 4OD, takes a subtle twist on the “Made in the Royal Navy” campaign created by Engine Creative, which shows how the Royal Navy has helped individual recruits become the best version of themselves. The latest execution featuring Raj explores how difficult it can be to understand your own identity growing up as an ethnic minority in the UK, stuck between cultures. But shows that the sense of belonging found in the Royal Navy can help you discover pride in who you are.
Medio	Televisión
Duración	60 seconds
Montaje	Tenthree
Responsable de la creación	Billy Faithfull
Director artístico	Hugo Isaacs
Responsable de conceptos / redactor	Chris Da Roza
Account Management	Ed Norrington
Account Management	Chris Moger
Account Management	Harriet Lewis
Head of Film	Melody Sylvester
Productor de la agencia	Bradley Woodus
Productor de la agencia	Georgina Moxey
Senior Strategist	Rebecca Zhang
Productora	Familia
Realizador	Sasha Nathwani
Productor	Cambell Beaton
Montador	Steven Dunn
Música	Tin Drum Music
Compositor de música	Brendan Void
Director de fotografía	Hunter Daly
Media Planning	Wavemaker UK
Media Buy	Manning Gottlieb OMD