Defence Force promotes alternate education opportunities in new campaign via VMLY&R
The Australian Defence Force has launched a campaign to highlight the hybrid learning experience at the Australian Defence Force Academy (ADFA), via WPP agency VMLY&R.
The campaign, named ‘Where it All Begins’, explores the option for students to combine university and Defence offerings at ADFA, showcasing different learning environments in the 30-second spot.
At launch, it will run across a series of OOH and digital banner placements and a social media campaign featuring digital shorts of personal stories.
Director general Defence Force Recruiting, Brigadier Duncan Hayward, said: “Although around two-thirds of people claim to have heard of ADFA, most have a limited understanding of what it is. ADFA is where many of the Australian Defence Force’s best and brightest start their career.”
Creative director at VMLY&R, James Wills, added: “There’s nowhere else like ADFA to study. You’ll combine a uni degree with military training. And get paid to do it. And have a guaranteed job when you graduate. For young Australians interested in a career in the Defence Force, ADFA really is where it all begins.”
OOH execution
VMLY&R and Defence Force Recruiting recently launched an audio campaign with a secret image, ‘The Audio Ad You Can See’.
The agency won the Defence Force’s creative and digital account in 2019, marking the first major account win after WPP consolidated creative agency Y&R and digital agency VML to create one agency.
Credits
Defence Force Recruiting:
Justin Stanic (General Manager Attraction)
Zerlina Burns (National Marketing Manager)
Penelope Calvert (Senior Portfolio Marketing Manager – Tri-Service)
Clare Ravasini (Senior Marketing Officer – Tri-Service)
Marc Unger (National Social Media Manager)
Major Kenneth Bullman (A/Deputy Director Recruiting Attraction)
Fleur James (Wing Commander)
Squadron Leader Sharron Kinloch (Staff Officer Recruiting Attraction – Tri-Service)
Lieutenant Alexandra Morthorpe (Staff Officer Recruiting Attraction – Navy)
Captain Jake Rudge (Staff Officer Recruiting Attraction – Army)
Flight Lieutenant Patricia Firth (Staff Officer Recruiting Attraction – Air Force)
Australian Defence Force Academy
Lieutenant Colonel Daniel Wake (ADFA HQ)
Katrina Baldock, Chief of Staff and Operations Manager, University of New South Wales Canberra
Frank Larkin Student Recruitment and Outreach Manager, University of New South Wales Canberra
VMLY&R:
Sarah Bailey (Managing Director)
Rhys Thomas (Group Account Director)
Niall Morrison (Account Director)
Charlie Kuster (Senior Account Manager)
Dan Brown (Strategy Director)
Rachel Rider (Executive Producer)
Mel Herbert (Lead Producer)
Maddison Fricker (Junior Producer)
Jake Barrow (Executive Creative Director)
Robyn Bergmann (Creative Director)
James Wills (Creative Director)
Bryce Waters (Senior Art Director)
Blair Panozza (Senior Copywriter)
Lewis Brown (Head of Studio)
Lewis Barnes (Designer)
Aleksandar Janev – Lead Editor
Opie Sayner-Hassall (Film Content Producer)
PRODUCTION:
Collider
Damon Cameron Director
Ben Scandrett-Smith Producer
FLINT
Jonathan May Photographer
Petra Valent Producer
MEDIA:
Universal McCann Australian Government team
Linkedin
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