The campaign reinforces the Air Forces' new brand position: "There's more to achieve in the Air Force."
The campaign, by Havas Worldwide, tries to connect to people with a drive to succeed and show the that the Air Force is the perfect place for them to realise their ambitions.
It also includes a content series that focuses on telling inspiring stories of personal achievement.
The campaign will run nationally across TV, cinema, OOH and digital.
Havas Worldwide joint ECDs Seamus Higgins and Stu Turner said, "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'.
"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."
Director Military Recruitment Group Captain Kaarin Kooij said; “The campaign challenges current misperceptions around suitability for roles, career progression, lifestyle and work/life balance in the Air Force.”
Credits:
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 Credits:
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
