Australian Defence Force inspires people to join the Air Force in latest work via Havas Worldwide
Havas Worldwide has unveiled an exciting new brand campaign for the Royal Australian Air Force (RAAF) in its latest work for Defence Force Recruiting.
The campaign focuses on all the different ways we look to further ourselves in life and aims to speak directly to people with a desire to succeed, a drive to be better – and shows them how the Air Force is the perfect place to realise their ambitions.
The central theme of the campaign is based on the idea of ‘Up’, linked to the Air Force’s new brand position – ‘There’s more to achieve in the Air Force’. Marketing activity will showcase the service as being aspirational yet attainable, driven by the extraordinary capabilities of its people. With the help of remarkable Air Force personnel and extraordinary aircraft, Havas has created a content series that focuses on telling the inspiring stories of personal achievements and progression.
Says Seamus Higgins and Stu Turner, joint executive creative directors, Havas Worldwide: “The message of our campaign is simple and inclusive, if you have the drive and determination to succeed, the Air Force could be your ‘way up’.”
Adds Higgins: “We have created a breadth of content that shows a more human side to the Air Force, aimed at engaging our audience in their world. We want to inspire people to re-imagine their future and consider how the Air Force could open doors for them.”
Says Kaarin Kooij, director military recruitment group captain: “The campaign challenges current misperceptions around suitability for roles, career progression, lifestyle and work/life balance in the Air Force.”
The multi-channel campaign will roll out nationally across TV, cinema, out-of-home and digital in the coming weeks.
Client: Australian Defence Force
Creative agency: Havas Worldwide Sydney
ECD: Seamus Higgins, Stu Turner
Art Directors: Nicole Hetherington, Mark Tallis, Stuart Alexander
Copywriters: Simon Fowler, Cameron Dowsett, Daniel Fryer
Managing Director: Dan Smith
Account Director: Charlie Read
Account Manager: Belinda Bennett
Head of Broadcast: Monique Pardavi
Planning Director: Phil Johnston
Digital Producers: Shiv Suchdeva/Angelica Scott
Design: Alex Dale
Social: Mark McKissock/Clint Crothers
Production Company: Goodoil Films
Director: JH Beetge
Executive Producer: Sam Long
Producer: Llew Griffiths
DP: Jeremy Rouse
Editor: Bernard Garry
Post: Alt VFX
Music: Jed Kurzell
Sound design: Simon Lister/Nylon Studios
Production Design: Shane Bennett
15 Comments
Very nice!
I pay that.
I find this a very basic idea and execution.
Up.
Great work guys!
Doesn’t get out of 2nd gear, but hey this is Australia right?
Impressive. Didn’t expect anything. But I got a few goosebumps. Great job.
Makes me want to come out of retirement.
Nice.
Well done.. To get this result out of the defence force is actually a real achievement
Great execution
If your aim was to target inner-city emotional poetic sissies who like mood films about being ‘up there’ then job done. However I think you’ve missed your demographic.
@ Sorry
Disagree – it’s the ones who dream of flying from an early age are exactly the demographic the Air Force wants. Because they’ll do whatever it takes to get in and stick with it. And yes, those dreams might be romantic or poetic.
I don’t think the Air Force are after average people just looking for a job..
BTW, I don’t know anyone involved in this ad. Just an observer.
Sigh.
At least the voiceover made me giggle. They could have been saying any metaphor fluff about ‘rising’ and getting up ‘there’ and so on.
When I finish crying, sign me up for some drone bombing.
I have a 29 year old son.
He is currently flying Super Hornets in the RAAF.
This commercial is him.
From pre-school, thru secondary school and on to Uni then years of dedicated slog – to achieve his dream.
UP.
Google: exercise pitch black 2016 to see what they are doing right now, whilst we all sit in our offices.
@ For what its worth
Exactly. Anyone flying is obsessed with flying. Recruitment won’t even look at someone who isn’t.
This ad nails it. (And you must be proud.)