Defence Force Recruiting ‘humanises’ Army in major recruitment push

Defence Force Recruiting is sharing the stories of its army soldiers in an effort “humanise” the Australian Defence Force in its biggest recruitment push to date.

The campaign, by Havas Sydney, features a hero piece which shows clips of different soldiers and their hobbies outside of work such as rock climbing, swimming and playing basketball.

Female and male voiceovers tell the audience of the different achievements each soldier has made through the army, be it a new skill or visiting a new place.

A line says “We might wear the same uniform, but we all tell our own stories.”

The ‘mobile-first’ campaign from Havas aims to change the Australian public’s perception of the Army by highlighting the its people-focus and the variety of opportunities on offer to personnel.

While ‘This is my Army’ campaign is spearheaded by the ad, the Defence Jobs Australia website also contains video profiles of different soldiers, such as Ellie, operations officer of drones, Murray, medical technician, Kayla, drive specialist and Sully, combat engineer.

Each piece of content shares the lives of the soldiers, their job, education level and background.

The work also shows new skills, and personal developments each person has made since joining the Army.

Kaarin Kooij, director military recruitment group captain, said in a statement: “The campaign demonstrates beautifully, that the Australian Army is a modern, technologically advanced employer.”

“In the ADF our people are our biggest strength. This campaign acknowledges this by sharing the personal, real-life stories of Army members.

“By sharing their individual Army experiences they’re helping us to start a conversation with potential candidates about the range of rewarding, professional Army career opportunities on offer,” Kooij said.

Seamus Higgins, Havas Sydney joint executive creative director, added in a statement: “The Australian Army is one of the most progressive in the world. We wanted our campaign to be true to this, by harnessing the power of innovative digital and social to tell the true stories of the people who thrive within it.

“We’ve utilised the full capabilities within Havas across strategy, digital and social, to develop an authentic and immersive experience, which will help us reach and engage the next generation of recruits.”

Defence Force Recruiting’s new work will run across cinema, TV and print as well as digital and social.


    • General Marketing Manager: Pat Duffy
    • National Marketing Manager: Fiona Boughton
    • Marketing Operations Manager: Andrew Edmunds
    • Army Senior Marketing Manager: Grant O’Donnell
    • Army Senior Marketing Officer: Nicola Friedlieb
    • Army Marketing Officer: Melissa Saint
    • Creative Agency: Havas Sydney
    • ECD: Seamus Higgins, Stu Turner
    • Art Directors: Sal Cavallaro
    • Copywriters: Dave Biddle
    • Managing Director: Dan Smith
    • Account Director: Charlie Read
    • Senior Account Manager: Charlotte El Baz
    • Head of TV: Monique Pardavi
    • Planning Director: Phil Johnston
    • Digital Producers: Shiv Suchdeva/Olivier Boulbain
    • Design: Darren Cole/Nic Adamovic
    • Social: Mark McKissock
    • DFR Production:
    • Director: Damon Cameron
    • EP: Rachel Ford-Davies
    • Producer: Annie Schutt
    • DOP: Ross Giardina
      Music: Sonar Music/Electricsheep
    • Sound Design: Song Zu/Abby Sie
    • Content Director: Ken Karpel
      Photography: The Pool Collective
    • 360 Website: Pixelcase
    • 360 imagery/videos: The Pulse

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