RAF: Mark

The RAF are an “agile”, “adaptable” and “flexible” organisation ready to defend the skies and keep the peace globally. However it is made up of much more than simply pilots. We were tasked to create a campaign revolving around using real RAF personnel, effectively using real stories from real people that articulate the work of the RAF in an exciting, accessible, and inspiring way. We needed people to be able to see themselves in the RAF (in a variety of differing trades) rather than view it as cold and detached organisation. Along with TV, a number of press ads have been created for specific RAF trades. These use a single, dramatic and ownable illustrative style which give the BPOTS (Be Part Of The Story) campaign complete visual consistency, cohesion and a distinct look from all other armed forces advertising. The use of illustration is something that is absolutely linked to the dramatic and powerful telling of stories - photography is combined with this unique illustrative style in order to communicate that the events are real and not fictitious.