The Australian Defence Force (ADF) has launched a new integrated brand platform for ADF Careers, Unlike Any Other Job, via its creative and digital agency of record, VML.
ADF Careers, which was launched last year, unites the Navy, Army, and Air Force under one recruitment brand. The new platform aims to highlight the positive impact ADF personnel make in Australia and overseas, as well as the personal and professional benefits of a career in the ADF.
The hero film, produced by film production company and creative studio COLLIDER and directed by Rupert Sanders, captures candid moments from the lives of ADF personnel, showcasing the variety of experiences they encounter, the impact they make, and the advanced capabilities, equipment, and technology they use daily.
“When working with Defence Force personnel and listening to their stories, one thing becomes clear: it really is a job unlike any other,” said VML creative director, James Wills.
“It’s a career full of purpose that offers extraordinary experiences, and it was a privilege bringing this campaign to life with Rupert, the team at COLLIDER, and photoplay photographer, Adam Ferguson.”
Defence Force Recruiting general manager marketing, Fiona Boughton, added: “We know that young Australians want a career with purpose and be able to make a real contribution to the world around them.
“This campaign really highlights the many ways in which people can make a difference to themselves and to their country.”
The new brand platform launches across Australia with touchpoints including TV and cinema, 3D OOH, digital audio, digital, social, and events. It coincides with the Defence Force’s revamped candidate website that went live in April.
“This is a campaign platform we are extremely proud to bring it to life in partnership with the ADF Careers team,” said VML ANZ CEO, Thomas Tearle.
“It encapsulates our advertising mission: to show that an ADF career is unlike any other and has something to offer Australians, enabling them to make an impact both personally and professionally. The campaign itself will have a huge impact and we’re looking forward to building on it over the coming months.”
The new work follows VML’s ‘Live a Story Worth Telling’ and ‘Where it All Begins’ recruitment campaigns for the Royal Australian Navy and Australian Defence Force Academy, respectively launched last year.
The launch further coincides with Department of Defence’s ongoing pitch process for its creative and digital account. The tender, first flagged in November, went live in February and is expected to run until September.
VML won the account in 2018 after previously losing it to Host/Havas in 2013. At the time when Host/Havas lost the 2018 pitch, which culminated in a shoot-out between VML, TBWA Melbourne, Clemenger BBDO, and the incumbent Host/Havas, the ADF was its biggest client, resulting in dozens of redundancies.
See also: Defence Force takes creative and digital account to pitch
Credits:
Client: Defence Force Recruiting
Director General Defence Force Recruiting: Commodore Jan Wiltshire
Director Military Recruiting: Group Captain Chris Ellison
Deputy Director Recruiting Attraction: Wing Commander Fiona Van Der Snoek
Staff Officer Recruiting Attraction: Major Sandy Campbell
General Manager, Marketing: Fiona Boughton
Head of Marketing: Justin Stanic
National Marketing Manager: Zerlina Burns
Tri-Service Brand Lead: Penny Calvert
Tri-Service Marketing Specialist: Travis Hanson
Tri-Service Senior Marketing Officer: Holly Carter
Tri-Service Marketing Officer: Natalie Menotti
Tri-Service Senior Marketing Officer: Gemma Tait
Staff Officer Recruiting Attraction Navy: Lieutenant Renee Clark
Navy Brand Lead: Sonia Drew
Staff Officer Recruiting Attraction Army: Captain Jake Rudge
Staff Officer Recruiting Attraction Army: Captain Harry Tibben
Army Brand Lead: Megan Pitcher
Staff Officer Recruiting Attraction Air Force: Flight Lieutenant Carley Trethowan Air Force Brand Lead: Tom Woods
Senior Social Media Officer: Tegan Rendich
Social Media Lead: Inci Omay
Army Senior Marketing Officer: Maxine Monus
Recruiting Communications: Lieutenant Commander Harley Slatter
Lieutenant Colonel: David Hankin
Wing Commander: Matt Kelly
Flight Sergeant: Natalie Cowell
Agency: VML
Executive Creative Director: Jake Barrow
Creative Director: James Wills
Creative Director: Robyn Bergmann
Senior Art Director: Divya Singh
Senior Copywriter: Andy McInerney
Art Director: Taylor Aranki
Art Director: Lukas Meintjes
Copywriter: Texas Williams
Lead Producer: Mel Herbert
Photography Producer: Stevi Russell
Managing Director: Sarah Bailey
Managing Partner: Vanessa Tout
Group Account Director: Rhys Thomas
Senior Account Director: Sarah Latremoille
Account Director: Maddi De Winter
Senior Account Manager: Charlie Kuster
Account Manager: Jessica Osrin
Head of Studio: Lewis Brown
Designer: Lewis Barnes
Designer: Brock Willis
Lead Editor: Aleksandar Janev