Defence Force urges new recruits to ‘Fly Army’

Defence Force Recruiting has launched a new outdoor campaign for the Australian Army to promote the role of the army pilot.

Running through June, the ‘Fly Army’ campaign aims to recognise and promote the role of a pilot in the army as opposed to the air force.

Created by GPY&R Melbourne, the executions feature dramatic photography of helicopters in action and animals photoshopped into the helicopters’ kicked up dust.

The campaign was shot by Andreas Smetana who previously shot ads for Sydney Dogs & Cats Home with retouching by Electric Art.

Grant O’Donnell, Army marketing manager said: “We’re proud to be able to show these awesome flying machines, which are piloted and maintained by some of the finest men and women in Australia.”

In March, Defence Force Recruiting launched an online series called Impossible Airfield with GPY&R Melbourne.

The media for this outdoor campaign is being handled by Universal McCann.

Client: Defence Force Recruiting
National Marketing Manager:  Pat Duffy
Army Marketing Manager: Grant O’Donnell
Army Senior Marketing Officer: Andrew Edmunds
Army Marketing Officer: Melissa Winn
Agency:  George Patterson Y&R Melbourne
Executive Creative Director:  Ben Coulson
Creative Director: Chris Northam
Art Director:  Paul Meates
Copywriter: Evan Roberts
Group Account Director: Julian Bell
Senior Account Director: Ella Ward
Account Manager: Renuka Rajadurai
Agency Producers:  Sheridan Bott
Art Buyer: Sam Joy
Photography:  Andreas Smetana
Producer: Natalie Loveridge
Retoucher: Electric Art
Media Agency: Universal McCann


  1. richie
    8 Jun 12
    12:23 pm

  2. wow, those are awesome.

  3. Dan B
    8 Jun 12
    1:12 pm

  4. Team done good.

  5. AdGrunt
    8 Jun 12
    1:36 pm

  6. Nice work.

  7. Amy
    8 Jun 12
    1:57 pm

  8. Stunning photography – big ups for that. However as an Army Wife and working in Advertising i know that this isn’t at all what its like being a pilot with the army. The vast majority of the time you are doing peace keeping or small operations. I understand a good way to encourage men to join is the “big boys toys” sell however this is just not what the army is really like. Also there are so many issues with the fleet at the moment (black hawks having major issues) and contracts (due to budget cuts) are either on hold or not moving forward… sell the adventure but be realistic. LOVE THE skill behind the images though.

  9. BK
    8 Jun 12
    2:36 pm

  10. That is amazing work.

    LOL @ Amy wanting a recruitment campaign to give an even handed assessment of the job. “Yeah so you get to fly helicopters but I must tell you there are so many issues with the fleet at the moment ….”

  11. Dan
    8 Jun 12
    4:18 pm

  12. Somebody’s been reading a lot of X-men comics. The resemblemce is uncanny… (Still some great work tho’)

  13. Kevin
    8 Jun 12
    8:11 pm

  14. Brilliant! Perfectly targeted at 18-25 year old males.

  15. Cirlcing Sharks
    8 Jun 12
    9:12 pm

  16. A truly beautifully executed series of ads based on an idea at least ten years old.

  17. Matthew
    8 Jun 12
    9:32 pm

  18. Excellent work! Encapsulates the true feel of being a member of the defense force. Grim, isolated, harsh, yet powerful.

  19. Bustin Jeibers
    12 Jun 12
    2:12 pm

  20. BAD ASS

  21. James
    6 Jul 12
    1:17 pm

  22. Amy, if they showed what the army was really like in the advertisements it’d be XBOX, pictures of the gym, non-techs and the booza hah!