ADF Careers launches ‘Unlike any other job’ platform via VML

The launch coincides with the Department’s ongoing creative and digital pitch, set to run until September.

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.

Australian Defence Force (ADF) Careers 'Unlike any other job' Drone GIF

“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.”

Australian Defence Force (ADF) Careers 'Unlike any other job' Jet GIF

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.

ADF Careers launches ‘Unlike any other job’ platform via VML OOH

“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.”

Australian Defence Force (ADF) Careers 'Unlike any other job' Lasers GIF

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

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