DLKW Lowe, London 
- 60 Sloane Avenue
- London SW3 3XB
- United Kingdom
- Phone: 020 7584 5033
- Country Phone Code: 44
- Website: www.dlkwlowe.com
- Email: [email protected]
RAF Reserves - “Live a Challenging Life”
Royal Air Force| Title | Live a Challenging Life |
| Agency | DLKW Lowe |
| Advertiser | Royal Air Force |
| Brand | RAF Reserves |
| Product Category | State Employment, Forces & Police Recruitment |
| Campaign Name | Live a Challenging Life |
| Country of Production | United Kingdom |
| Language | English |
| Date of First Broadcast/Publication | September 21, 2012 |
| Media Type | Cinema |
| 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 |
| Production Company | Academy Films |
| Post Production | The Mill |
| Audio Post Production | 750 mph |
Story
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.
Concept
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.