Royal Navy - "Raj’s Story"

Engine UK

Engine UK London, Regno Unito

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Questo spot fa parte della collezione ACT Responsible

Marca: Royal Navy
Paese: Regno Unito

Cliente: Royal Navy

Titolo	Raj’s Story
Agenzia	Engine UK
Campagna	Raj’s Story
Cliente	Royal Navy
Marca	Royal Navy
Data di Prima Diffusione/Publicazione	2021 / 9
Settore	State Employment, Forces & Police Recruitment
Trama	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.
Filosofia	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.
Tipo di Media	Televisione
Lunghezza	60 seconds
Editing Company	Tenthree
Chief Creative Officer	Billy Faithfull
Art Director	Hugo Isaacs
Copywriter	Chris Da Roza
Account Management	Ed Norrington
Account Management	Chris Moger
Account Management	Harriet Lewis
Head of Film	Melody Sylvester
Agency Producer	Bradley Woodus
Agency Producer	Georgina Moxey
Senior Strategist	Rebecca Zhang
Casa di Produzione	Familia
Director	Sasha Nathwani
Producer	Cambell Beaton
Editor	Steven Dunn
Music	Tin Drum Music
Music Composer	Brendan Void
Direttore della fotografia	Hunter Daly
Media Planning	Wavemaker UK
Media Buy	Manning Gottlieb OMD