Campaign details
Brand: Royal Air ForceClient: Royal Air ForceAgency: Engine
Summary
Creative strategy, at its purest, is about unlocking a new pathway for a brand. A pathway that was unthinkable until then. And that, ultimately, helps the brand punch above its weight.
That's what this paper is about.
The RAF faced a critical recruitment challenge: it needed to get more women on its ranks, but without any budget to address them specifically. And in a time when even utility companies were jumping on the femvertising bandwagon, doing something that stood out was harder than ever....