CLIENT

The Royal Netherlands Navy is a classic employer with a great heritage and an important modern role worldwide. You have to have sea legs, cannot afford to feel homesick very quickly and need to have the desire to make a difference.

 

STORY

Royal Netherlands Navy had a diffuse image among the young target audience. What it is like to work as a soldier at sea, is made clear in a series of honest and straightforward television commercials.

We are proud to have made honest stories, in which we do not create invincible heroes or act like you work at an NGO. Instead, we show vulnerability and some violence, always for the good cause.

We brought the 'world' of the Navy closer, using a fascinating web tool.

 

MAKING OF

Shot on the Mediterranean Sea, in Venice and in the Bahamas.

 

CREDITS

We admit that this campaign dates from the time Creative Direction was not born yet.

But our team at that time worked for what was the agency of the Navy,

which does not exist anymore.

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RESULT

The very high recruitment goals were met and the outflow was minimised.

 

AWARDS

These TV commercials won many nominations and awards, including silver and gold Creative Excellence Awards in the US.