100 stories for 100 years in 100 days
For 100 years, BAE Systems have worked side by side with the Royal Air Force, supporting their missions. Not many people realised the depth and proximity of the relationship, resulting in some of history’s greatest victories and breakthrough technologies. Moreover, as the next generation of air combat technology becomes increasingly autonomous and virtual, BAE Systems needed to reach out to important STEM talent audiences that will enable the next 100 years of innovation.
The centenary of the Royal Air Force provided a significant opportunity for BAE Systems to highlight the relationship to create brand awareness and internal pride. Our idea was to tell 100 stories for 100 years, every day for 100 days. We created a rich visual storytelling campaign that told an inspiring and coherent story of the remarkable achievements that resulted from a century of partnership. It was an extraordinary challenge: to unearth 100 unique, independent stories, from past, present and future, and bring them to life in a range of branded content formats – from print ads and illustrations to animations, videos, and exhibitions, across multiple channels. All in just 9 months.
The brand campaign acted as a reminder of BAE Systems proud heritage with the nation’s armed forces, instilling pride in BAE Systems’ employees and helping to reach the audiences that will enable the innovation required for the future.
