A campaign by Clearhead
adventure and physical activity are crucial components in developing
RAF personnel into a world-leading force but for participants to excel
and reach their potential, they must participate in an environment
focused on the athletes themselves.
to tell the story of the purpose sport serves in the RAF, specialist
creative agency Clearhead created and produced an 80 second TV
advert to bring this to life, and kick-start an 18-month awareness
campaign for the federation.
By fully immersing themselves within the 49 sports troops competing over a two month period, the agency was able to capture the high’s and low’s athletes go through as they balance their training with their day job in the RAF.
can be an isolating pursuit. With many athletes specialising in solo
sports, it was critical the advert communicated RAF Sport as a
collaborative, supportive team that never leaves an athlete on their
The ad, entitled RAF Sport – No Ordinary Team, features sports including archery with Flt Lt Tom Barbour; rowing, with the women’s team at Danesfield; Triathlon with Cpl Daymian Underhill and Flt Lt Sam Rose; and paragliding.
Alex Lawrence, co-founder of Clearhead: “As
an agency we were honoured to be selected to produce this campaign for
the Royal Air Force. The process was enlightening, inspiring and
challenging, having the privilege of accessing once in a lifetime
experiences and giving an authentic insight into the purpose of Sport in
Rich Fogden, deputy director of RAF Sport, said: “Originally the video was to support the Sports Federation, but we quickly identified that it would have far greater value as part of a drive to increase awareness of the huge value of RAF Sport in the delivery of operational capability. The opportunity to work with the Federation and to produce this great film with Clearhead was exceptional – we are delighted with it.”