Army targets women with its latest GPY&R campaign
The Australian Defence Force has launched a new campaign, created by GPY&R Melbourne, aimed at encouraging women to enlist in the army.
https://www.youtube.com/watch?v=-LT9j9gnEzA
The commercial features a woman completing an average day at work with the Army, with narration addressing the concerns women may have about enlisting, such as lifestyle changes.
Army marketing manager Kate Mathias told Mumbrella: “It was about dispelling some myths about the army, and the flexibility that it provides as an employer and educate the target audience that you can be a mum, you can be a girl and you can be feminine and you can also be in the army.”
“We’re trying to encourage greater numbers of women in the army and overcome some barriers to consideration that are mostly based on incorrect assumptions,” Mathias said.
The campaign will run across TV, press, outdoor and digital displays.
Credits:
- Client: Defence Force Recruiting
- Director: Ben Lawrence
- Production Company: The Feds
- Producer: Rebecca Bennett
- Executive Producer: Michael Cook
- DOP: Hugh Miller
- Executive Creative Director: Ben Coulson
- Art Director: Connor Beaver
- Copywriter: Aaron Pepper
- Producer: Pip Heming & Jess Thompson
- Group Account Director: Julian Bell
- Senior Account Director: Kirsten Craven
- Account Manager: Claire Minns
- Post House: Activemotion
- Offline Editor: Billy Brown
- Online Editor: Chris Reynolds
- Music: Smith & Western
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Just a small note – but is this the broadcast version?? Note audio edits with no mix between 8′ & 10’…am I being too picky? Has to be an oversight with version control for digital…
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No mention of the fun-lovers on the Jedi Council?
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