GPY&R launches ‘Lead the Way’ campaign for Defence Force Recruiting

GPY&R Melbourne has created a new campaign for Defence Force Recruiting showing how Navy officers lead as part of a team.

The ‘Lead the way’ campaign includes a TV ad and cinema spot focusing on the various roles Navy officers fill and how they do their jobs to lead as part of a team.

Navy marketing manager Anthony O’Brien said: “Teamwork is an integral part of Navy life and, in this team orientated environment, Navy Officers lead in a unique way. This campaign demonstrates how they lead by example and work side by side with their team in variety of different scenarios. I think this commercial is an emotive communication piece which effectively portrays the range of fulfilling careers, rewarding experiences and leadership opportunities the Navy has to offer.”

The spot was directed by Joel Harmsworth of The Sweetshop. GPY&R chief creative officer Ben Coulson added: “It’s always a challenge for the production company to deliver these kind of spots when you’re dealing with personnel who have a serious job to do.”

GPY&R Melbourne’s Mobile Medic campaign for Defence Force Recruiting, which featured a mobile app that allowed medical students to diagnose soldiers on campaign posters, has won a rack of local and national awards including the Titanium Lion at Cannes. The agency also launched a flight simulation campaign ‘Behind the Visor’ for fighter pilot recruitment in April. 


  • Client: Defence Force Recruiting
  • Product: Navy Officer
  • Navy marketing manager: Anthony O’Brien
  • Navy senior marketing officer: Elizabeth Mutimer
  • Agency: GPY&R Melbourne
  • Chief creative officer: Ben Coulson
  • Art director: Keith Nicholas / Connor Beaver / Joe Sibley
  • Copywriter: Scott Glennon / Psembi Kinstan
  • Producer: Jess Thompson
  • Client service director: Julian Bell
  • Senior account director: Nicholas Robinson
  • Senior account manager: Paige Prettyman
  • Production company: The Sweet Shop
  • Director: Joel Harmsworth
  • MD: Wilf Sweetland
  • EP: Edward Pontifex
  • Production Producer: Allison Lockwood
  • DOP: Jeremy Rouse, Matt Stewart
  • Editor: Graeme Pereira / The Butchery
  • Colourist: Vincent Taylor / The Refinery
  • Online: Eugene Richards / The Refinery
  • Music: Luke Howard
  • Sound production: Risk

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