VML and the Australian Defence Force (ADF) have teamed up for the recruitment campaign efforts with the launch of 3D Out of Home (OOH).
The creative agency’s campaign was developed in partnership with Collider and using different technologies, including Unreal Engine, the OOH executions in Melbourne and Sydney to form part of the new ADF Careers Masterbrand Campaign, “Unlike Any Other Job.”
The OOH uses the role of an Australian Army Drone Operator to show how you can make an impact with a career in the ADF.
Defence Force Recruiting’s general manager, sourcing and attraction Fiona Boughton said: “We’re excited to leverage the latest OOH technology to connect with our audience in a new and engaging way, whilst capturing the attention of Australians that may be interested in an ADF Career.”
“In advertising, dragging people’s attention away from their phones is increasingly challenging, especially with out-of-home ads,” Paul Nagy, VML APAC CCO, said. “The visuals and motion used in these installations have managed to genuinely stop people who are passing by – while at the same time showcasing the cutting edge tech used by our forces.”
Earlier this year, the Australian Defence Force (ADF) launched the Unlike Any Other Job integrated brand platform. ADF Careers, 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.
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: ADF Careers launches ‘Unlike any other job’ platform via VML
Credits:
Client: Defence Force Recruiting
Agency: VML
Production: Collider