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bandstand

Royal Academy of Engineering

This is Engineering.

Follow what you love into Engineering.

Disciplines: Advertising/Creative, Digital, Integrated marketing

Sector: Education

Agency: bandstand

BITE Insight

When you think of engineering, what comes to mind? Is it busy factories, car parts and a set of overalls? These are the crass, out-of-date stereotypes that bandstand have set out to dismantle with their latest campaign for the Royal Academy of Engineering.

Engineering means always asking questions, pushing the boundaries and harnessing a desire to make the world a better place. This is what the Academy wants people to realise. That they can follow what they love into engineering.

As the skill shortage within the sector worsens, bandstand recognised that the conversation around engineering needed to shift. The campaign video at the heart of the social media strategy shows the breath of the profession, featuring bionic hands, VR design, space travel and even boxing, encouraging people to realise that #ThisIsEngineering.

The campaign centres around the stories of five young engineers who turned their passions, whether sport, fashion or space, into a career. #ThisIsEngineering aims to rebrand the industry and remind people that it is a profession that allows you to change the world.

About the author

Izzy Ashton, Assistant Editor of BITE, Creativebrief

Izzy is a writer/researcher for BITE, Creativebrief’s daily insight into global marketing trends and the cultural movements driving them. She keeps abreast of the latest communication, technology and consumer news, and is responsible for conducting interviews with key agency strategists and creatives to gain insight into the most innovative global campaigns.

www.linkedin.com/in/izzy-ashton-950352a7

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