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Get Inspired with Havas' New Campaign for the Royal Australian Air Force

The campaign shows how the Air Force can help people realise their ambitions and dreams of moving 'up' in the world

Get Inspired with Havas' New Campaign for the Royal Australian Air Force

Havas Worldwide has unveiled an exciting new brand campaign for the Royal Australian Air Force (RAAF) in its latest work for Defence Force Recruiting. 

The campaign focuses on all the different ways we look to further ourselves in life and aims to speak directly to people with a desire to succeed, a drive to be better - and shows them how the Air Force is the perfect place to realise their ambitions.

The central theme of the campaign is based on the idea of ‘Up’, linked to the Air Force's new brand position - ‘There's more to achieve in the Air Force'. Marketing activity will showcase the service as being aspirational yet attainable, driven by the extraordinary capabilities of its people. With the help of  remarkable Air Force personnel and extraordinary aircraft, Havas has created a content series that focuses on telling the inspiring stories of personal achievements and progression.

Havas Worldwide Joint Executive Creative Directors Seamus Higgins and Stu Turner said, "The message of our campaign is simple and inclusive, if you have the drive and determination to succeed, the Air Force could be your 'way up'. 

"We have created a breadth of content that shows a more human side to the Air Force, aimed at engaging our audience in their world. We want to inspire people to re-imagine their future and consider how the Air Force could open doors for them," Higgins added.

Director Military Recruitment Group Captain Kaarin Kooij said; “The campaign challenges current misperceptions around suitability for roles, career progression, lifestyle and work/life balance in the Air Force.”

The multi-channel campaign will roll out nationally across TV, cinema, out-of-home and digital in the coming weeks.

Creative Agency

Copywriter: Simon Fowler, Cameron Dowsett, Daniel Fryer

Art Director: Nicole Hetherington, Mark Tallis, Stuart Alexander

Managing Director: Dan Smith

Designer: Alex Dale

Executive Creative Directors: Seamus Higgins, Stu Turner

Planning Director: Phil Johnston

Account Manager: Belinda Bennett

Digital Producer: Shiv Suchdeva / Angelica Scott

Account Director: Charlie Read

Production Company

Production Company: Goodoil Films

Executive Producer: Sam Long

Director: JH Beetge

Producer: Llew Griffiths


Artist: Jed Kurzel

Sound Design: Simon Lister - Nylon Studios

Genre: PR