Defence and VLMY&R launch Navy recruitment campaign
The Australian Defence Force and VMLY&R have launched a new recruitment campaign sharing the diverse and ‘extraordinary’ lives of Royal Australian Navy personnel.
The campaign, ‘Live a Story Worth Telling’, follows a campaign launched last month to promote the hybrid learning experience at the Australian Defence Force Academy (ADFA).
The moments featured depict more than the ships, submarines and helicopters of the Navy, capturing sailor’s human connections, and experiences living their day-to-day lives on these vessels.
Defence first appointed the WPP brand and customer experience agency to its creative and digital accounts in 2019, shortly after the Y&R and VML merger.
Vice admiral Mark Hammond, chief of Navy, said: “The Navy makes a critical contribution in protecting the nation’s maritime security and economic wellbeing which underpin the Australian way of life. Being part of your Navy provides the opportunity to contribute to something very meaningful, as diplomats and defenders of our maritime interests and Australia’s way of life”.
Kieran Moroney, VMLY&R creative director, added: “When set the task of recruiting the next generation of Navy sailors from an ever demanding talent pool, we needed to show just how fulfilling life at sea can be. And so Live a Story Worth Telling was born. An epic, cinematic tale of purpose and contribution starring real Navy personnel who truly live their story every day.”
Big Sync Music’s head of partnerships, Georgia Roberts, commented: “From the moment we set eyes on the treatment, we knew this was going to be an incredible film, and that the score would play a key role in telling the story. There’s no doubt the film is epic and full of adventure, but there’s also real beauty and vulnerability to it; in the vastness of the ocean and the bringing together of communities through challenges. We think the music does a great job of conveying the emotion and complementing the visuals whilst being the centre point that brings all the stories together. Stunning film – Bravo VMLY&R and Navy.”
Sarah Bailey, managing director VMLY&R Melbourne and Sydney, commented: “From the outset this campaign was epic in ambition and scope and we’re extremely proud of the final product. It required true partnership at every stage and we are excited to see it connect with Australians looking for a unique and fulfilling career in what is an increasingly critical industry for our country.”
The campaign launches with over 8- pieces of content across national TV and cinema, OOH, radio, digital and social media.
Credits
Client: Defence
Chief of Navy: VADM Mark Hammond
Director General, Defence Force Recruiting: BRIG Duncan Hayward
Director Military Recruiting: GPCAPT Chris Ellison
Deputy Director Recruiting Attraction: WGCDR Fleur James
Recruiting Liaison Officer – Navy: CMDR Phil Smith
Deputy Recruiting Liaison Officer – Navy: LCDR Sarah West
General Manager: Justin Stanic
National Marketing Manager: Zerlina Burns
Navy Brand Portfolio Manager: Anjali Bakaya
Former Navy Brand Portfolio Manager: Jess Goggin
Navy Brand Senior Marketing Officer: Gemma Tait // Liam Walford
Staff Officer Recruiting Attraction – Navy: LEUT Alexandra
Morthorpe
Creative Agency: VMLY&R
CCO: Paul Nagy
Group ECD: Jake Barrow
Creative Director: Kieran Moroney
Senior Copywriter: Jess Wheeler
Creative: Shane Geffen
Head of Design: Lewis Brown
Designer: Lewis Barnes, Simon Gray
Executive Producer: Rachel Rider
Senior Producer: Stevi Russell
Managing Director: Sarah Bailey
Group Business Director: Bindy Bassingthwaite // Rhys Thomas
Senior Account Director: Meaghan De Laurier
Account Director: Sarah Latremoille
Senior Account Manager: Alex Aikman // Madi Moorhead // Jen Moffatt
Account Executive: Jess Osrin // Tom Hogan
Production & Post-Production
Production Company: DIVISION
Director: Jason Bock
MD | EP: Genevieve Triquet
Producer: Alice Grant
DOP: Jeremy Rouse
Underwater DOP: Rick Rifici
Aerial DOP: Peter Beeh
Production Designer: Lucinda Thomson
Costume Designer: Joanna Mae Park
Casting: Citizen Jane Casting
Offline: The Editors
Editor: Bernard Garry & Lily Davis
Assistant Editor: Shannon Michaels & Liam Riley
Post Producer: Liv Reddy & Charlotte Griffiths
Online: Fin Design
VFX Supervisors: Mikey Brown & Stuart White
Executive VFX Producer: Alastair Stephen
VFX Producer: Isabelle Howarth
Colourist: Fergus Rotherham
Audio
Music Supervision: Big Sync Music
Musical Director: Ramesh Sathiah, MassiveMusic
Composer: Adrian Sergovich, MassiveMusic
Sound Design: Abby Sie, MassiveMusic
Voice Over Casting: Ralph van Dijk, Eardrum
Voice Over: Stephen Peacocke & Deborah Mailman
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