Engineering Undergraduate Recruitment Campaign
The brief was to help the Royal Air Force recruit engineering undergraduates from the UK’s universities to become engineering officers.
This piece targeted them as engineers and their love of nuts and bolts. When the pack is opened a nut is revealed. When the pack is opened further the messaging makes it clear that it isn’t an ordinary nut, it comes from a Rapier Field Standard ‘C’ surface-to-air missile system.
It dramatises an important fact, that everything in the RAF plays an important part, from the tiniest nut right up to the role they could assume – that of an Engineering Officer.
The pack’s call to action is to direct the undergraduates to careers presentation where there would be the opportunity to meet some of the RAF’s leading engineers and listen to the work they do.