Engineering something different
Royal Academy of Engineering
An initiative to inspire a generation. Changing and challenging dated perceptions of engineering.
Project
summary
Branding
Photography
Film
Advertising
Digital
Social
Events
Agency: Bandstand
Copy: Will Miles & Louella Minter
Design: James Clarke & Tim Wooliscroft
Art direction: Jessica Njoo
Director: Rich Hall
Photographer: Harry Parvin
Post prod: Envy
My role: Creative, art direction & design
Brief
To help the Royal Academy of Engineering with a recruitment campaign to rectify a lack of talent in the industry and 'rebrand' Enginerring.
Solution
Initially, we embarked on in-depth workshops with relevant audience groups and key stakeholders. This was fundamental to capturing the insight we needed.
We knew that a high-profile, digitally-led advertising campaign was the way to inspire students aged 13-18.
Our campaign idea aimed to reposition engineering - #ThisIsEngineering, centred around unexpected but more interesting and relevant examples of engineering that focussed on different passion points – highlighting the astounding breadth of this profession.
We used real-life stories of young engineers, who had turned their passions into careers. Documentry style content was created by director Rich Hall. And beautiful portrait and action shots taken by Harry Parvin.
Impact
Working closely with the Design Director, I was involved in the initial pitch, strategy, and development of the brand, and digitally-led campaign across six seasons.
Our work has had impressive views (over 21 million) and engagement stats, with 72% of teens who saw the campaign reporting they would consider an engineering career, with consideration higher among females and those from BAME backgrounds.
We received coverage from the BBC, The Times, FT, SkyNews, Radio, it was featured as 'Ad of the week' by The Drum and the campaign was even mentioned in the UK parliament at Prime Minister’s Questions.
The campaign continues to go from strength to strength. Recruiting more and more engineering role models and using broader passion points - from blockbuster movies to disaster relief.
As well as dedicating an annual day, TIE Day. Celebrating amazing engineering and engineers throughout the world.
#ThisIsEngineering is a multi-channel campaign that shows engineering in a new light.
Each season uses a mix of content to excite our audience - impactful static ads, a TVC, DOOH and long and short-form content.
This campaign it is in its 8th season; recruiting more inspiring engineers and telling their stories.
