Navy: "Book"

The brief: create a pack to help recruit teenagers who are about to graduate from Polytechnic College.

The idea: create a military adventure “paperback”, in the style of a Tom Clancy novel, that captures the excitement of a Navy career. Since the most powerful way to get anyone’s attention is to engage them individually, the books were highly personalised.

The recipient’s name was individually printed on the book covers: he or she was the "author" of this adventure.

The recipient’s name was individually printed on the book covers: he or she was the "author" of this adventure.

To make it even more engaging, the recipient’s name and home address was weaved into the "blurb" copy on the back cover. 

To make it even more engaging, the recipient’s name and home address was weaved into the "blurb" copy on the back cover. 

First Page

First Page

Second page. a personalized letter in the form of an intro details the benefits of the job.

Second page. a personalized letter in the form of an intro details the benefits of the job.

Third page. A “lift letter” in the form of a bookmark was used to reinforce the call to action.

Third page. A “lift letter” in the form of a bookmark was used to reinforce the call to action.

The inside back cover with the call to action.

The inside back cover with the call to action.