Defence Force Recruiting asks uni engineering students to build radios to tune in to Air Force FM (without instructions) via GPY&R Melbourne
August 2 2013, 9:48 am | | 21 Comments
Defence Force Recruiting launched a direct mail job application that university engineering students had to build themselves via GPY&R Melbourne.
Candidates were sent a DM pack with everything they needed to construct a functioning radio. Except one thing, instructions.
Students proved their problem solving and technical skills; wiring, soldering and assembling the radio. Once complete, students tuned to Air Force FM, Defence Force Recruiting’s dedicated radio station created just for this campaign. The station broadcast the ad on loop, instantly offering successful students a fast track to an exciting career.
21 Comments
Good work Joe
Fucking Patts
Awesome job guys.
Great idea. Executed well.
Direct is alive and kicking.
They are a bloody good client, smart brave advertising coming out all over the place.
Who ever wins the pitch is going to be a very very happy agency!
Great stuff.
Would kill to have it in the book.
Great idea.
That’s fuck’n ace!!
Good work Psembi
Fuck yes Psembi.
Splendid. Well done.
Phucken Sic!
I think Singapore Navy did it via S&S very similar about 6 years ago…
it’s a great idea but the claim that it’s in homes across the country is a little far fetched. A couple of share-houses in Carlton and Glebe filled with dope smoke maybe. Were more than 6 ever produced? Don’t try to make it bigger than it was, it’s a big enough thought already.
10,000 units were made. That a lot of dope smoking students.
Wasn’t this created by Singapore or somewhere and they couldn’t sell it in, so Melbourne just replaced the logo???
None of those ‘credited’ were around when the idea was hatched.
In Singapore for Singapore Navy.
So quit with all the self back Patt-ing down there.
And give credit where’s its due.
It’s not too late to do the right thing,
Cracking idea
This one’s from Slingapore. Sling ’em some credit Patts.
There’s 2 Art Directors and a Writer in Singapore who developed this idea whose names have not been mentioned in any PR or awards credits, no harm in sharing Patts, right the wrong.