NAVY
-Rear Admiral Peter Garvin, Commander, Navy Recruiting Command
-Rear Admiral Jeffrey Hughes, Commander, Expeditionary Strike Group 2
-Captain David Bouve, Director of Marketing and Advertising, Navy Recruiting Command
-Commander Allen Owens, Operations Officer, Marketing and Advertising, Navy Recruiting Command
-Lieutenant Shannon Bencs, Creative Division Officer, Marketing and Advertising, Navy Recruiting Command
-Chief Enes Gutierrez, Program Advertising Manager, Navy Recruiting Command
-Michelle Lee, Program Advertising Manager, Navy Recruiting Command
-Chris Desmond, Director of Photography, Navy Recruiting Command, N9 Marketing and Advertising Department, Navy Recruiting Command
SEA TO STARS
Advertising Agency: Y&R North America (Memphis and New York office)
Chief Creative Officer: Leslie Sims
Executive Creative Director: Ryan Blum
Senior Copywriter: Megan Lee
Art Director: Kolby Osborne
Executive Director of Integrated Production – Greg Lotus
Executive Producer - Mathieu Shrontz
Executive Producer/ Head of Music – Lauriana Zuguala
Freelance Music Producer – Theresa Notortomaso
Senior Business Manager – Erin Levine
Account
Global Client Lead - Ken Dowling
Account Director – Rebecca Zeits
Account Executive – Justin Bateman
VML
Copywriter – Dustin Thomas
Art Director – Hayley Efird
PRODUCTION COMPANY: MJZ
President – David Zander
Director: Rupert Sanders
Executive Producer – Kate Leahy
Producer – Adriana Cebada Mora
Director of Photography – Dariusz Wolski
EDITORIAL COMPANY: Work Editorial
Editor – Neil Smith
Senior Cutting Assistant – Theo Mercado
Assistant Editor – Trevor Myers
Executive Producer – Erica Thompson
Producer – Jamie Lynn Perritt
MUSIC COMPANY: HUMAN
Composer & Creative Lead - Andy Bloch
Producer - Craig Caniglia
SOUND DESIGN: Trinitite Inc.
Sound Designer: Brian Emrich
POSTPRODUCTION COMPANY: MPC LA
Creative Director - Michael Gregory
VFX supervisor, lead compositor - Jim Spratling
CG Lead - Josh Hatton
Colorist - Mark Gethin
Color Producer - Rebecca Boorsma
Executive Producer – Elexis Stearn
Producer - Jamie Loudon
Production Coordinator - Madeline Austin Kulat
AUDIO HOUSE: Heard City
Engineer – Keith Reynaud
Managing Director – Gloria Pitagorsky
RECRUIT FILMS
Y&R
Chief Creative Officer - Leslie Sims
Executive Creative Director – Ryan Blum
Senior Copywriter – Megan Lee
Art Director - Kolby Osborne
Copywriter – Bruce Jacobson
Art Director – Alan Vladusic
Executive Director of Integrated Production – Greg Lotus
Executive Producer - Mathieu Shrontz
Executive Producer/ Head of Music – Lauriana Zuguala
Freelance Music Producer – Theresa Notortomaso
Senior Business Manager – Erin Levine
Account
Global Client Lead - Ken Dowling
Account Director – Rebecca Zeits
Account Executive – Justin Bateman
PRODUCTION COMPANY: MJZ
President – David Zander
Director: Rupert Sanders
Executive Producer – Kate Leahy
Producer – Adriana Cebada Mora
Director of Photography – Dariusz Wolski
EDITORIAL COMPANY: Work Editorial
Executive Producer – Erica Thompson
Producer – Jamie Lynn Perritt
Editor – Neil Smith
MUSIC COMPANY: MAS – Music and Strategy
Executive Producer: James Alvich
Senior Producer: Joey Reyes
Composer: Eric Hachikian
SOUND DESIGN: Henryboy
Sound Designer: Bill Chesley
Producer: Kate Gibson
POSTPRODUCTION COMPANY: MPC LA
Creative Director - Michael Gregory
VFX supervisor, lead compositor - Jim Spratling
CG Lead - Josh Hatton
Colorist - Mark Gethin
Color Producer - Rebecca Boorsma
Executive Producer – Elexis Stearn
Producer - Jamie Loudon
Production Coordinator - Madeline Austin Kulat
Synopsis:
The work is from Y&R North America, and the first wave of the campaign – including the new “Forged by the Sea” brand platform – will launch at the Army-Navy game on 12/9.
· The campaign is an opportunity for the Navy to reach Centennials as they enter recruitment-eligible age -- to build awareness of the brand, to evolve perception of the Navy’s purpose, to define what sets the Navy apart from other branches, and to demonstrate the wide range of career opportunities they offer.
· The new platform titled, “Forged by the Sea” reflects the Navy’s identity in two ways: the Navy itself is forged by the sea, and the individuals who are part of the Navy are forged by the sea.
· Following extensive research, Y&R and the Navy found that while there’s nearly universal awareness of the Navy as a brand, there’s very little understanding of the Navy’s actual mission, reach and influence.
o Centennials see the Navy as strongly tied to defense and combat, but in reality, the Navy gives Centennials opportunities that they would never have otherwise – to go on adventures, to discover new places and opportunities, and to develop careers across disciplines.
o The new brand platform / creative highlights the variety of opportunities the Navy offers, while showing the elements of the Navy’s identity that differentiate it from other military branches and companies – including the power, mystique and magic of the sea.
o The research and strategy define the Navy as an explorer and discovery brand, giving its members the chance to go on adventures and have meaningful experiences.
· The campaign builds on these findings and insights throughout the new brand identity, tagline, and creative work.