Defence Force recruiting campaign returns with ‘Your life, plus Army Reserve’
The Australian Defence Force has launched a new recruitment campaign, in the first major work since returning to VMLY&R.
The tagline “Your life, plus Army Reserve”, communicates that Australians don’t need to give up an established lifestyle, career, day job or studies to join the Army Reserve.
The 60 second film displays a range of different professionals, from nurses and lifeguards to soccer players carrying out Defence Force duties.
The Defence Force creative account moved to Havas in 2013, previously, then named George Patterson Y&R held the account for 13 years, winning a string of awards during that period. The agency won back the account in 2019, following a pitch process where the recently consolidated VMLY&R beat out Host/Havas in the final two.
Directed by Sweetshop’s Joel Harmsworth, the campaign looked to unveil “the diverse equipment and people you’ll get to work with in the Army Reserve, but also capture the exciting and challenging environments you’ll get to experience”, according to a statement.
Executive creative director at VMLY&R, Jake Barrow ,said: “We’re really excited to bring this beautifully crafted work into the world after a year of working from our kitchen tables. We hope that by modernising the Army Reserve brand, people will view it in a new light and the campaign will ultimately lead to full recruitment centres.”
Brigadier Duncan Hayward, director general defence force recruiting, said: “This campaign shows that when you join the Army Reserve, you’ll be welcomed into a whole new world of excitement and challenges. Many people join the Army Reserve to be able to give back to the community. This campaign provides an insight into the flexibility and benefits of part-time service.”
The campaign has over 50 executions across cinema, TV, social and out-of-home.
VMLY&R announced a leadership change in February, with Jon Bird being elevated to executive chairman, and Thomas Tearle made CEO.
Credits:
DFR
Deputy Director Recruiting Attraction – Wing Commander Skye Smith
Staff Officer Recruiting Attraction (Army) – Captain Sotirios Kourloufas
Operations Captain Defence Force Recruiting – Captain Corina Forner
Staff Officer Recruiting Attraction (Air Force) – Flight Lieutenant Stuart Pollack
Staff Officer Recruiting Attraction (Tri-Service) – Pilot Officer Ebony Braddon
General Manager – Attraction – Leanne Hayter
National Marketing Manager – Zerlina Burns
Brand Portfolio Manager (Army Reserve) – Melissa Saint
Brand Portfolio Manager – Jacqui Day
Brand Portfolio Manager – Tom Woods
Senior Marketing Officer – Stephanie Hower
Senior Marketing Officer – Travis Hanson
Marketing Officer – Hayden Lenord
Social Media Manager – Marc Unger
Social Media Content Manager – Maria Ngo
VMLY&R
Chief Creative Officer – Paul Nagy
Executive Creative Director – Jake Barrow
Creative Director – James Wills
Creative Director – Robyn Bergmann
Copywriter – Jack Harrison
Art Director (stills) – Bryce Waters
Managing Partner – Sarah Bailey
Head of Strategy – Craig Page
Senior Digital Strategist – Josh Swingler
Group Business Director – Adam Brami
Account Director – Maddi Cinque
Senior Account Manager – Rica Dezoller
Head of Integrated Production – Oliver Samuel
Senior Integrated Producer – Aaron Rocca
Head of Design – Lewis Brown
Designer – Meg Copp
Editor – Leigh Cooke
Executive Producer (Social) – Rachel Rider
Account Director (Social) – Cat Collins
Account Manager (Social) – Gab Sandel
Production: Sweetshop
Director – Joel Harmsworth
Managing Director – Edward Pontifex
Producer – Nikolas Aulich
DOP – James Brown
Art Director – Tom Churchill Brown
Editors: ARC Edit
Executive Producer – Freya Maddock
Offline Editor – Graeme Pereira
Online Artist – Eugene Richards
Colourist – Fergus Rotherham
Sound Studio: Squeak E Clean
Executive Producer – Ceri Davies
Sound Engineer – Paul Le Couteur
Sound Engineer – Dee Gjedsted
Music Composer – Jonny Higgins
Photography – Flint
Executive Producer – Tim Berriman
Photographer – Jonathan May
Producer – Natalie Loveridge
Retouching: Limehouse
Library Photography: Flint
Photographer – David Maurice Smith
Camera Assistant – Mitchell Fong
Producer – Taryn Mueller
Media: Universal McCann
Partnerships Director – Matt Jones
Client Director – Emma Wood
Digital Director – Melissa Lopez
Partnerships Trader – Isaac Sahyoun
Partnerships Executive – Ria Gupta
Associate Director of Search & Social – Alison Hatt
Paid Social Manager – Sharon Ogilvie
Programmatic Manager – Samantha Pearse
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Calum Jaspan was news editor at Mumbrella, based in Melbourne. He was also the producer and host of the Mumbrellacast. He left Mumbrella in May 2023.
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