7 months ago
Royal Marines undergo an incredibly tough selection process, with only a small percentage of applicants managing to earn their green beret.
Health and fitness tests were proven to be one of the biggest stumbling blocks. Our 16-24-year-old applicants were turning up unprepared and unfit.
With plenty of exercise and fitness content already available, we realised diet was being overlooked. We needed to put healthy eating back on the menu.
On a shoestring budget, we developed Marine in 15 – a series of videos with no-nonsense Marine chef – Colour Sergeant Mike Beaton. It parodied existing recipe formats but with an added ‘Marine’ flavour.
We created 11 engaging videos that could be shared again and again. They outperformed all expectations, receiving over 700,000 views and reaching 1M potential recruits on Facebook alone.
We proved that healthy eating could be cheap, easy, quick and tasty.
client: The Royal Navy
Creative Director: Jack Ashdown
Art Director: Lucy Weston
Designer: Jon Buttersworth
Copywriter: Robert Mozelewski
Client Partner: Andy Green
Senior Account Manager: Saskia Jury
Delivery Manager: Grace Fox
Genres: Comedy, Storytelling
Categories: OtherGreat State, 7 months ago