GPY&R 'Leads the Way' for Australian Navy
GPY&R and Defence Force Recruiting have created a new Navy Officer TVC titled “Lead The Way” directed by Joel Harmsworth from The Sweet Shop.
The campaign focuses on the distinct way Navy Officers lead as part of a team. The creative
focuses on the variety of roles within the Navy and how these Officers go about their job.
Navy Marketing Manager, Anthony O’Brien says, “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.”
Ben Coulson, Chief Creative Officer GPY&R ANZ 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. I think Joel and the guys have handled this superbly and delivered a genuinely memorable and moving spot.”
The TVC will air nationally with cinema and online launching shortly.
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
