Royal Marines - State of Mind IAB Creative Showcase Sept 2007, Winner Eurobest 2007, Silver Meet any serving Royal Marine Commando and you’ll find they have that unique commando spirit - steely determination, patience, enterprise, discipline in all conditions, understated confidence and interestingly, a dry sense of humour to help get them through some fiercely intense combat situations. Using the proposition, ‘It’s a State of Mind’, which was rolled out across both ATL and digital, the idea behind the campaign was that you can make it in the Marines if you have the right state of mind. The audience we were speaking to were 16 to 24 year old men who were physically very fit and into the kind of sports that require mental as well as physical strength. We developed five rich media ads using both bespoke sound and video specifically for the formats. Each execution dramatises the unflappable nature of a Marine – the ability to stay focused and keep a clear head even in the most adverse conditions. They clearly demonstrate the strength of mind required for the job. To reach our target audience, the ads appeared on a number of different sites ranging from men’s magazines and sports sites to entertain- ment and social networking sites. We also designed a pre-roll version of one of our ads, which was then placed on video sites where users would be in the mindset to view content with sound.
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