To mark the centennial of the RAF, award-winning branding agency, Coley Porter Bell has developed a new strategic and creative campaign proposition celebrating the oldest independent air force in the world. With a core target audience of millennials (13 – 24 years old), the campaign is entitled RAF100.
Coley Porter Bell was charged with a brief to develop a concept that will help change people’s perception of the RAF so that it is seen as innovative, diverse and full of opportunity. The work will also encourage the wider public to remember and acknowledge the RAF’s great historical achievements over its 100-year life span and provide a springboard for its future.
As well as acting as a reminder of the RAF’s contribution to British life over the last century, the campaign, which will build to the anniversary itself in 2018, will also raise awareness of career opportunities within the RAF as credible and attractive options. The RAF is at the leading edge of innovation and technology and a myriad of career options exist. Visual Planning helped to define how this more dynamic, innovative and diverse representation of the RAF would come to life visually, whilst factoring in the important contribution the RAF has made historically.
The resulting campaign identity is built around the RAF100 and RAF@100 letter forms which evolved from the core RAF logo. These act as both a marque and a window allowing graphic layering of past, present and future RAF activities and also have the flexibility to be used in different orientations. The use of the @100 device is also a key element to connect the RAF with its partners and helps to present the RAF in a more contemporary way.
Richard Clayton, Creative Director at Coley Porter Bell, commented: “This is a huge anniversary and one that we are extremely proud to be associated with. The RAF is so innovative and future-focused it’s been an incredibly exciting brief to work on and we look forward to seeing the RAF recognised for its incredible work and reputation.’
Air Cdre Nigel Bradshaw at the RAF, commented: “Coley Porter Bell has created a fantastic campaign identity for our centennial celebrations. They truly understood our goals and worked closely with us to achieve a bold campaign platform that will undoubtedly help to transform the public’s perception of the RAF.’’