VMLY&R has created its first major brand campaign for Defence Force Recruiting, Your life, plus Army Reserve, since the account returned to the agency.
Y&R (as it was formerly known prior to its merger with VML) had held the account until 2013 after losing it to Host/Havas.
Host/Havas then held the account for four years with Defence Force extending its three year contract by 12 months in April 2018 with its contract coming to an end in March 2019.
VMLY&R won the account back off Host/Havas at the start of 2019 which AdNews understands resulted in around 50 jobs being made redundant at Host/Havas.
This new energetic campaign, created by VMLY&R, demonstrates that you don’t need to give up your lifestyle, your career, your day job or your studies to join the Army Reserve.
“We’re really excited to bring this beautifully crafted work into the world after a year of working from our kitchen tables," VMLY&R executive creative director Jake Barrow says.
"We hope that by modernising the Army Reserve brand, people will view it in a new light and the campaign will ultimately lead to full recruitment centres.”
Sweetshop director Joel Harmsworth was enlisted to bring a dynamic and visually stunning campaign to life that not only unveiled the diverse equipment and people you’ll get to work with in the Army Reserve, but also capture the exciting and challenging environments you’ll get to experience.
“This campaign shows that when you join the Army Reserve, you’ll be welcomed into a whole new world of excitement and challenges," Defence Force Recruiting director general Brigadier Duncan Hayward says.
"Many people join the Army Reserve to be able to give back to the community. This campaign provides an insight into the flexibility and benefits of part-time service.”
Over 50 executions across cinema, TV, social and OOH were created to target different segments of the Australian public at different times.
Credits
DFR
Deputy Director Recruiting Attraction – Wing Commander Skye Smith
Staff Officer Recruiting Attraction (Army) – Captain Sotirios Kourloufas
Operations Captain Defence Force Recruiting – Captain Corina Forner
Staff Officer Recruiting Attraction (Air Force) – Flight Lieutenant Stuart Pollack
Staff Officer Recruiting Attraction (Tri-Service) – Pilot Officer Ebony Braddon
General Manager – Attraction – Leanne Hayter
National Marketing Manager – Zerlina Burns
Brand Portfolio Manager (Army Reserve) – Melissa Saint
Brand Portfolio Manager – Jacqui Day
Brand Portfolio Manager – Tom Woods
Senior Marketing Officer – Stephanie Hower
Senior Marketing Officer – Travis Hanson
Marketing Officer – Hayden Lenord
Social Media Manager – Marc Unger
Social Media Content Manager – Maria Ngo
VMLY&R
Chief Creative Officer – Paul Nagy
Executive Creative Director – Jake Barrow
Creative Director – James Wills
Creative Director – Robyn Bergmann
Copywriter – Jack Harrison
Art Director (stills) – Bryce Waters
Managing Partner – Sarah Bailey
Head of Strategy – Craig Page
Senior Digital Strategist – Josh Swingler
Group Business Director – Adam Brami
Account Director – Maddi Cinque
Senior Account Manager – Rica Dezoller
Head of Integrated Production – Oliver Samuel
Senior Integrated Producer – Aaron Rocca
Head of Design – Lewis Brown
Designer – Meg Copp
Editor – Leigh Cooke
Executive Producer (Social) – Rachel Rider
Account Director (Social) – Cat Collins
Account Manager (Social) – Gab Sandel
Production: Sweetshop
Director – Joel Harmsworth
Managing Director – Edward Pontifex
Producer – Nikolas Aulich
DOP – James Brown
Art Director – Tom Churchill Brown
Editors: ARC Edit
Executive Producer – Freya Maddock
Offline Editor – Graeme Pereira
Online Artist – Eugene Richards
Colourist – Fergus Rotherham
Sound Studio: Squeak E Clean
Retouching - Limehouse
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