Australian Defence Force launches new female recruiting campaign via Havas Worldwide Sydney
The Australian Defence Force (ADF) has launched a new recruiting campaign to encourage women to consider the career opportunities available to them in the ADF, in collaboration with Havas Worldwide Sydney.
The campaign aims to address the current gender imbalance existing in the Australian Defence Force, which sees only 18 per cent of its personnel made up of women. In order to create a more inclusive work environment, the ADF wanted to position the Services as an attractive and attainable career option for men and women alike.
Featuring women actively serving in the Royal Australian Navy, Australian Army and Royal Australian Air Force at different stages in their lives and careers, the campaign highlights what each individual loves about their work. It provides insights into the rewards a military career has to offer, with Service women asking other Australian females the question – ‘if they could do what they love, what would it be?’
Says Tim Barrett, chief of navy, vice admiral, AO, CSC, RAN: “The women featured in the campaign offer an honest and candid view of life in the ADF. I think it will be an inspiring conversation for those women considering a career in the Australian Defence Force.”
Created by Havas Worldwide Sydney, the integrated campaign runs across online, print and TV channels.
Says Alex Carr, managing director, Havas Worldwide Sydney: “We look forward to helping the ADF increase the number of female recruits through this digitally-led campaign. The launch of the new website offers Australian women a different way to search for jobs in the various armed services, so we’re keen to see how this influences applicants.”
Agency: Havas Worldwide Sydney
Client Services Director: Dan Smith
Senior Account Director: Alex Ball
Senior Account Manager: Carly Pelham
Planning Director: Eryl Thomas
Strategic Planner: Peter Pippen
Digital Strategy Director: Craig Page
Creative Directors: Stuart Turner, Seamus Higgins
Digital Design Director: Adam Shutler
Copywriter: Louise Evans
Art Director: Jessica Evans
Broadcast Producer: Melissa Petryszyn
Digital Producer: Peter Segerer
Print Producer: Adam Taverniti
Production Company: Mr. Smith
Director: Craig Maclean
Stills Photography: The Kitchen Creative
Photographer: Nick Bowers
22 Comments
And you changed agency for this?
The most interesting thing about that ad was the fact there is a Svetlana living in Nowra (you sure you didn’t make that up?)
Making tit look like a weekend retreat or a day spa is so wrong, it’s freak’n war people!!
Truly awful marketing rubbish, you should be ashamed to tell these kind of lies.
18 months after leaving an agency who where were doing world class creative work for you, you finally make this crap.
I so want my tax dollars back!!
Shame.
I’m fucking dis custard.
This is utter rubbish.
Anyone who supports good creative in this industry just gets pissed off every a client turns away from great work and get in bed with an agency willing to drop they pants like this.
I’d say there’s a job going for a proofreader too. Anyone check the grammar on the survey?
Wow, after being fired during a Christmas party we get to see the product of an agency appointed in December 2013…this says more about government bureaucracy than anything else.
@8.44
Nailed it. Even if we do increasingly use drone aircraft to blow up our enemy, pretty sure all the recently returned soldiers suffering PTSD would say the war experience is quite different to this holiday brochure portrayal.
A very poorly directed bad idea.
You’re killing advertising with rubbish like this.
The choice of track also deserves a special mention.
Sad. Rewind a few years please.
Appallingly bad creative aside, how on earth will this disingenuous tripe attract more women when it is patently at odds with the fundamental philosophical requirements of an armed forces recruit. Nobody will fall for this and if they do, they’ll quit shortly after.
Come to our day spa – no hang on, we’re heading for Afghanistan – sorry, we didn’t mention that?
GPYR can hold their heads up very very high.
Truly woeful said:
A very poorly directed bad idea.
You’re killing advertising with rubbish like this.
WTF would you know, I had nothing to do with this ad or any defence work. Based on where it’s come for and where it is now I’d guess the Director and Prod Co worked a miracle with a crappy budget with difficult restrictions to make this spot photogenic and appealing.
I have not worked the the Director for over 3 years but I have in the past, I respect his skill and craft.
Get over yourself, grow up, get some experience and then make a comment.
To be fair to the production co & director, I wouldn’t criticise them at all…. but the idea…. and the music…. the music adds to a whole new level of gormlessness while selling a product that has a pretty serious side to it. I’m with “You’re going to ad hell” on this one.
Where’s the pillow fight?
Travel the world
Meet interesting people
And get your nails done with them
Sorry, that’s all i’ve got; everything else has already been said in the comments above. This is utter tripe and will never attract the right kinds of people we need in the armed forces to keep the country and the world safe. Shame.
Comments on this blog are, as has been pointed out before, embarrassing for the Australian ad industry. Why can’t we frame an argument without being glib and political, or worse even, personal?
What makes the comments repeatedly go in this direction? is it that we’re culturally not up to an informed discussion or is it that we’re afraid of saying something intelligent? I ask as a genuine question and not a way of pointing the finger.
I’m much more interested in hearing why people think something is bad or not to their liking instead of wading through derogatory statements veiled as insight.
Compare this thread to the one listed here: http://www.creativereview.co.uk/cr-blog/2015/march/dulux-goes-sci-fi-in-new-ad
Standing by to be attacked for being elitist or un-Australian.
Would have preferred it if you ripped that famous ad and said something like:
‘Women wanted for hazardous journey. Low wages, bitter cold, long hours of complete darkness. Safe return doubtful. Honour and recognition in event of success.’
Tagline – The Army. It’s no f*cking picnic.
its so sad to see something so bad come from an organisation that once made some of the worlds best creative.
Hey @4:04PM your comment interested me. I followed the link, but the thread has all the humor of the IT dept and propellor heads in the dev team enjoying a dance off. I actually love the comment section on this blog (even been slayed here a few times myself).Overall I think there’s about 2 good comments for every 10. But I also think the stream of consciousness essentially rings true. With reference to the ad in this post, I think it’s screaming ‘cigarettes are good for you’. And I particularly liked both 9:36PM and 3:58PM observational-ness.
Join the ADF and find a husband. Is that actually the message they were wanting to send? Happy 1935 everyone.