Most people don’t know what the Royal Navy Reserves do, nor do they appreciate the vital role they play in supporting Royal Navy missions around the world. As a result, fulfilling the recruitment targets to maintain a force ready for deployment is a huge challenge. MEC Access created a vehicle to elevate the Royal Navy’s hidden heroes and recruit the next generation of Reservists through an integrated sponsorship strategy. “SuperSubs” linked the Royal Navy Reserves with live substitutions in football, creating a moment of communication both startlingly simple and brilliantly inescapable, which smashed all previous recruitment results.