ADF Careers encourages Aussies to make their impact in new ‘Unlike Any Job’ campaign via VML
ADF Careers launched last year, bringing together the three services – Navy, Army and Air Force – under one united employer recruitment brand. ‘Unlike any other job’ is the new integrated brand platform developed by VML, that shows the positive impact Australian Defence Force (ADF) personnel make in Australia and overseas, as well as the personal and professional impact a career in the ADF provides.
Many young Australians express a desire to do meaningful work, while also developing their skills and building a solid financial future for themselves. A career in the ADF offers all this and more, and with over 300 roles to choose from, across the domains of maritime, land, air, cyber and space, there is something to interest everyone.
Produced by Collider and directed by Rupert Sanders, the campaign captures a range of candid moments from the world of ADF personnel. It reveals the breadth and depth of experiences they are privy to and the impact they get to make. The campaign showcases the broad capabilities and state of the art equipment and technology used by the ADF daily.
Says James Wills, creative director, VML: “When working with Defence Force personnel and listening to their stories, one thing becomes clear: it really is a job unlike any other. It’s a career full of purpose that offers extraordinary experiences, and it was a privilege bringing this campaign to life with Rupert, the team at Collider and Photoplay photographer Adam Ferguson.”
Defence Force Recruiting’s general manager, marketing, Fiona Boughton said, “We know that young Australians want a career with purpose and be able to make a real contribution to the world around them. This campaign really highlights the many ways in which people can make a difference to themselves and to their country. The ADF is a unique and rewarding and we are looking to attract people with a diverse range of skills and experiences.”
Says Thomas Tearle, chief executive officer, VML Australia & New Zealand: “This is a campaign platform we are extremely proud to bring it to life in partnership with the ADF Careers team. It encapsulates our advertising mission: to show that an ADF career is unlike any other and has something to offer Australians, enabling them to make an impact both personally and professionally. The campaign itself will have a huge impact and we’re looking forward to building on it over the coming months.”
The new brand platform launches across Australia with hundreds of touchpoints spanning TV and cinema, 3D OOH, digital audio, digital, social and events. It works in conjunction with the revamped candidate website that went live in April, which provides candidates all the information they need to decide what type of role might suit them best.
Client: Defence Force Recruiting
Director General Defence Force Recruiting: Commodore Jan Wiltshire
Director Military Recruiting: Group Captain Chris Ellison
Deputy Director Recruiting Attraction: Wing Commander Fiona Van Der Snoek
Staff Officer Recruiting Attraction: Major Sandy Campbell
General Manager, Marketing: Fiona Boughton
Head of Marketing: Justin Stanic
National Marketing Manager: Zerlina Burns
Tri-Service Brand Lead: Penny Calvert
Tri-Service Marketing Specialist: Travis Hanson
Tri-Service Senior Marketing Officer: Holly Carter
Tri-Service Marketing Officer: Natalie Menotti
Tri-Service Senior Marketing Officer: Gemma Tait
Staff Officer Recruiting Attraction Navy: Lieutenant Renee Clark Navy Brand Lead: Sonia Drew
Staff Officer Recruiting Attraction Army: Captain Jake Rudge
Staff Officer Recruiting Attraction Army: Captain Harry Tibben
Army Brand Lead: Megan Pitcher
Staff Officer Recruiting Attraction Air Force: Flight Lieutenant
Carley Trethowan Air Force Brand Lead: Tom Woods
Senior Social Media Officer: Tegan Rendich
Social Media Lead: Inci Omay
Army Senior Marketing Officer: Maxine Monus
Recruiting Communications: Lieutenant Commander
Harley Slatter Lieutenant Colonel: David Hankin
Wing Commander: Matt Kelly
Flight Sergeant: Natalie Cowell
Agency: VML
Executive Creative Director: Jake Barrow
Creative Director: James Wills
Creative Director: Robyn Bergmann
Senior Art Director: Divya Singh
Senior Copywriter: Andy McInerney
Art Director: Taylor Aranki
Art Director: Lukas Meintjes
Copywriter: Texas Williams
Lead Producer: Mel Herbert
Photography Producer: Stevi Russell
Managing Director: Sarah Bailey
Managing Partner: Vanessa Tout
Group Account Director: Rhys Thomas
Senior Account Director: Sarah Latremoille
Account Director: Maddi De Winter
Senior Account Manager: Charlie Kuster
Account Manager: Jessica Osrin
Head of Studio: Lewis Brown
Designer: Lewis Barnes
Designer: Brock Willis
Lead Editor: Aleksandar Janev
Editor: Opie Sayner-Hassall
Motion Art Director: Mitch Clark
Chief Strategy Officer: Alison Tilling
Head of Strategy: Rachel Walker
Production Company: Collider
Director: Rupert Sanders
EP/Producer: Ben Scandrett-Smith
EP/Managing Partner: Rachael Ford-Davies
1st AD: Jeremy Fitzgerald
DOP: Jeremy Rouse
Production Designer: Alex Holmes
Editor: Adam Wills
Colourist: Billy Wychgel
VFX and Post Production: Collider Studio
VFX Creative Director: Andrew van der Westhuyzen
Head of 3D: David Sujono
Post Producer: Hoss Ghonouie
Flame Artist: Eugene Richards
VFX Supervisor: David Wood
Original Music: Big Sync
Musical Direction: Michael Szumowski
Sound Studio: MassiveMusic
Music Creative Director: Lance Gurisik
Composer: Ben Lam
Sound Design: Abby Sie
Sound Producer: Katrina Aquilia
Production Company: Photoplay Photography
Photographer: Adam Ferguson
Producer: Ross Colebatch
Photography Assistants: Oliver Black, Archie Sartracom, Will Davis
Digital Operator: Felipe Neves
Hair & Make-Up: Margo Regan, Jo Cleland, Jane Heta
9 Comments
Same every time….just pretty pictures
Nice work. Fresh depiction of the ADF.
No idea just a manifesto pls
Too many suits. Some of the best agencies in this country have 1-2 on a campaign. Learn from them.
seven accounts people to make a hype video and website?
And they still insist on covid vaccination. The Australian government is confused.
i imagine making a campaign that suits 3 massive organisations in the air force, army and navy as well as the department of defence, in the wake of a royal commission into veteran suicide, plus the added bonus of the Robert-Smith defamation war crimes trial is no small task. I’m surprised they managed with only 7 suits. sure, it could be a bit bolder, but given the context of *gestures around* i think they’ve done an excellent job.
It checks out that a creative is the first to have a sook about whose name is included on a credit list. Unsurprisingly they have included everyone who made a significant contribution to the development of the work. Since Defence is one of the largest creative accounts in Australia, of course they have one of the largest client teams too. Once you learn a good suit is actually key to doing good work, maybe you’ll have some in your books BC, LT, Agreed.
Mates, Don’t blow the whistle on them…..