RAAF showcases appeal of defence force jobs in educational ad campaign from Havas

The Royal Australian Air Force (RAAF) has launched a new advertising campaign, What Is Up?, which showcases the defence force as the ultimate occupation for those who love the action and adrenaline of working in the Air Force.

The spots, produced by Havas Worldwide, showcases RAAF candidates who train and study hard in order to achieve their dreams of working in a variety of aeronautical professions, such as pilot, loadmaster, air traffic controller and humanitarian worker.

“The message of our campaign is simple and inclusive, if you have the drive and determination to succeed, the Air Force could be your ‘way up’,” said Havas Worldwide joint executive creative directors, Seamus Higgins and Stu Turner.

“The campaign challenges current misconceptions around suitability for roles, career progression, lifestyle and work/life balance in the Air Force,” said Kaarin Kooij, director military recruitment group captain.

The campaign will be rolled out nationally on TV, cinema theatres, out-of-home, and digital in the coming weeks.


  • Client: Australian Defence Force
  • Creative agency: Havas Worldwide Sydney
  • ECD: Seamus Higgins, Stu Turner
  • Art Directors: Nicole Hetherington, Mark Tallis, Stuart Alexander
  • Copywriters: Simon Fowler, Cameron Dowsett, Daniel Fryer
  • Managing Director: Dan Smith
  • Account Director: Charlie Read
  • Account Manager: Belinda Bennett
  • Head of Broadcast: Monique Pardavi
  • Planning Director: Phil Johnston
  • Digital Producers: Shiv Suchdeva/Angelica Scott
  • Design: Alex Dale
  • Social: Mark McKissock/Clint Crothers
  • Production Credits:
  • Director: JH Beetge
  • Executive Producer: Sam Long
  • Producer: Llew Griffiths
  • DP: Jeremy Rouse
  • Editor: Bernard Garry
  • Post: Alt VFX
  • Music: Jed Kurzell
  • Sound design: Simon Lister/Nylon Studios
  • Production Design: Shane Bennett

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