Havas, Sydney unveils 360 view of Army life in latest Defence Force Recruitment campaign
Havas Sydney has unveiled a significant new brand campaign for the Australian Army, in its latest work for the Australian Defence Force (ADF). The fully integrated, ‘mobile-first’ campaign is the most holistic and interactive produced by Defence Force Recruiting (DFR) to date. Its scale and breadth also make it the largest.
In delivering this campaign Havas continues its long term strategy of ‘humanising the ADF’. The integrated 360 campaign features engaging stories that potential Army candidates can relate to. It brings to life the stories of nine Australian Army personnel with different jobs, education levels and backgrounds, revealing the people behind the uniforms.
Content films:
Says Director Military Recruitment, Group Captain Kaarin Kooij: “The campaign demonstrates beautifully, that the Australian Army is a modern, technologically advanced employer.
“In the ADF our people are our biggest strength. This campaign acknowledges this by sharing the personal, real-life stories of Army members. By sharing their individual Army experiences they’re helping us to start a conversation with potential candidates about the range of rewarding, professional Army career opportunities on offer.”
Says Seamus Higgins, joint-ECD, Havas Sydney: “The Australian Army is one of the most progressive in the world. We wanted our campaign to be true to this; so we harnessed the power of innovative digital and social to tell the true stories of the people who thrive within it.
“We’ve utilised the full capabilities within Havas across strategy, digital and social, to develop an authentic and immersive experience, which will help the Australian Army to reach and engage with the next generation of recruits.”
The campaign will run across cinema, TV and print, as well as digital and social channels, with bespoke content encouraging audiences to explore and learn each individual’s story. It will be rolled out nationally in the coming weeks.
Client: Defence Force Recruiting
General Marketing Manager: Pat Duffy
National Marketing Manager: Fiona Boughton
Marketing Operations Manager: Andrew Edmunds
Army Senior Marketing Manager: Grant O’Donnell
Army Senior Marketing Officer: Nicola Friedlieb
Army Marketing Officer: Melissa Saint
Creative Agency: Havas Sydney
ECD: Seamus Higgins, Stu Turner
Art Director: Sal Cavallaro
Copywriter: Dave Biddle
Managing Director: Dan Smith
Account Director: Charlie Read
Senior Account Manager: Charlotte El Baz
Planning Director: Phil Johnston/Bohdi Lewis
Head of Broadcast: Monique Pardavi
Digital Executive Producer: Peter Segerer
Digital Producers: Olivier Boulbain/Shiv Suchdeva
Developers: Brendon Betheldo/Thao McAvoy/Alec Pirillo
Print Producers: Thea Clausen/Sonia Ebrington
Design: Darren Cole/Nic Adamovic/Michael Macgregor/Michelle Wong
Social: Mark McKissock
Production Credits:
Director: Damon Cameron
EP: Rachel Ford-Davies
Producer: Annie Schutt
DOP: Ross Giardina
Music: Sonar Music/Electricsheep
Sound Design: Song Zu/Abby Sie
Content Director: Ken Karpel
Photography: The Pool Collective
360 Website: Pixelcase
360 imagery/videos: The Pulse
5 Comments
This is awful.
Having worked on this many moons ago – I know how hard it is. This is actually bloody impressive. Those stories are pretty good.
Nice work guys! Hard work paid off and that music is epic.
Sounds like it’s being delivered at gunpoint.
Great visuals though.
ummm, defence have used testiomonials for 25 years to sell jobs. how is this any different, let alone better?