The Royal Navy’s new brand platform - Made In The Royal Navy.

The extent to which this campaign has become a piece of enduring culture is quite incredible; sailors use it with pride, there’s more MITRN merchandise than you could shake a bottle of rum at, The University Of Bath did a seminar on it, it became a meme with millions of tweets, Joe Bloggs on the street can recite it, celebs tweet it and Strictly Come Dancing mis-quotes it.

‘A catastrophic success’ is how the First Sea Lord (the Royal Navy’s highest ranking officer) described it, as their call centre couldn’t cope with the amount of interest.