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RAF Reserves - "Live a Challenging Life" - DLKW Lowe

  • Live a Challenging Life
  • RAF Reserves
  • Royal Air Force
  • DLKW Lowe
  • United Kingdom
  • Live a Challenging Life
Product CategoryState Employment, Forces & Police Recruitment
Date of First Broadcast/PublicationSeptember 21, 2012
Media TypeCinema
Production Company Academy Films
Post Production The Mill London
Audio Post Production 750mph
Executive Creative Director Dave Henderson
Executive Creative Director Richard Denney
Creative Team Andy Mcananey
Creative Team Christian Sewell
Director Niall O’Brien
Account Planner Sandya Piyasena
Agency Producer Trudy Waldron
Advertising Manager Andy Richards
Advertising Manager David Ogden


The film shows civilians turned into silhouettes and filled with evocative RAF imagery, representing the sense of challenge that their second life in the RAF Reserves brings them. 


The new film is part of a campaign to (raise awareness and) recruit 500 RAF Reservists by March 2013. The RAF Reserves is made up of 20 squadrons across the UK that employ part-time volunteer Reservists to train and work alongside regular RAF personnel at home and overseas. In addition to the cinema advert, the campaign includes local print and radio. All work drives to an updated website that brings the many to life the many roles available in the Reserves and answers questions that potential recruits might have.