Defence Force Recruiting tells women ‘Do what you love’ in first major Havas Worldwide work
Defence Force Recruiting has unveiled its first major campaign from creative agency Havas Worldwide Sydney which aims to attract more women to the the armed forces.
Havas won the account, one of the biggest in Australia, from GPY&R Melbourne in December 2013 and has been involved in a number of smaller projects for the DFR since transitioning the account in the middle of 2014.
The ‘Do What You Love’ campaign overlays quotes about the aspirations of various Australian women with images of female members of the Defence Force on duty ending with the tagline ‘Do what you love’.
https://www.youtube.com/watch?v=p1K2drnXpaY
as an art director/designer it looks like the only ‘creative’ jobs on offer are Chef, Musician or engineer, which is hardly surprising. I guess the copywriters can always enlist and write propaganda… 😉
Yawn!!
Seek launch. Do something you really love.
Seems like a collage of stock footage with a ‘feminine’ font. Lame attempt of Defence trying to be real.
What if I don’t want to bomb innocent civilians?
No-one is innocent.
@AA..
This site is about media, not your lame leftist ideals and FYI not every person in the military is in a combat role (particularly women).
[Edited under Mumbrella’s comment moderation policy]
I couldn’t finish watching.
@AA then don’t join, do a thinking course instead.
Wow…. @jarhead – are you suggesting he isn’t allowed that view or to express it because you say so? Very adventurous position to adopt.
@AD…. I’m suggesting this isn’t the forum for it.
I.e – Go complain about Tony Abbott & foreign policy on the tail end of a news or fairfax article. In the context of this website, stick with your thoughts on the creative, messaging, etc.
Is that adventurous enough for you?
And they say this industry doesn’t have a sense of humour!
@AD – Thanks for the support, but not a ‘he’
Poor GPY&R.
Of the many terrible aspects, the choice of track is perhaps the worst.
I did their quiz. They told me to get in the kitchen (Navy chef.) Bad move, defence force, bad move.
That, and Lorna Jane called, she’d like her crappy motivational slogans back for her t-shirts.
@Jarhead, if you’ve spent any time in the military you’d know even people in the non-combatant roles are trained to kill, specifically kitchen staff, musicians and medics.
Everyone has to do basic training, regardless of their role. Except maybe marketing, because this ad is a piece of crap.
@Oh please….
Thanks for the ‘education’… I’m an ex ADF member (4 years – INF).
I appreciate everyone has to complete basic training but a few months at Kapooka does not make you a ‘trained killer’ **rolls eyes** and not every female enlisting is going to ‘drop bombs on innocent civilians’ – anyone who believes this is clearly uninformed.
i just want to know whats the song called and who sings it
Yes me too I really want to save the song but I can’t find it online.
Me too! What is this song! Who sings it?
“Under the stars, we sleep at night
dreaming of our hearts taking flight”
did some digging its an original composition by phebe starr
Where can I find it on youtube and what’s it called?
Do you know what it’s called??