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.
Says Seamus Higgins and Stu Turner, joint executive creative directors, Havas Worldwide: "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'."
Adds Higgins: "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."
Says Kaarin Kooij, director military recruitment group captain: "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.
Client: Australian Defence Force Creative agency: Havas Worldwide Sydney ECD: Seamus Higgins, Stu Turner Art Directors: Nicole Hetherington, Mark Tallis, Stuart Alexander Copywriters: Simon Fowler, Cameron Dowsett, Daniel Fryer Managing Director: Dan Smith Account Director: Charlie Read Account Manager: Belinda Bennett Head of Broadcast: Monique Pardavi Planning Director: Phil Johnston Digital Producers: Shiv Suchdeva/Angelica Scott Design: Alex Dale Social: Mark McKissock/Clint Crothers
Director: JH Beetge Executive Producer: Sam Long Producer: Llew Griffiths DP: Jeremy Rouse Editor: Bernard Garry Post: Alt VFX Music: Jed Kurzell Sound design: Simon Lister/Nylon Studios Production Design: Shane Bennett