Exclusive: Defence Force Recruiting launches new innovative interactive ‘Behind the Visor’ campaign via George Patterson Y&R Melbourne
CB Exclusive: Behind the Visor, a new interactive campaign created for Defence Force Recruiting by George Patterson Y&R Melbourne, has officially launched.
Behind the Visor is an unprecedented look through the eyes of a trainee Fighter Pilot, that gives the everyday civilian the chance to see what it takes to be a Top Gun.
As a potential candidate, you can undertake an interactive training experience that immerses you in every aspect of the four year fighter school program with the Air Force.
You will identify active bombing targets using both innate and enhanced Google maps navigation. You’ll fly by sight, using pre-determined landmarks to navigate a course at low-level, then bury your head in the books, studying emailed course notes, applying what you’ve learned and taking spot tests in lateral thinking.
Back in the air, you’ll refuel a fighter jet mid-flight en route to Bersama Shield – an international military exercise in Malaysia, and then co-ordinate a simulated attack on enemy frigates, assessing everything from mission information to current weather conditions and collateral damage.
The campaign is delivered across 3 platforms – website, MMS and email, with 45 videos embedded in Google maps and over 150 interactions resulting in multiple outcomes. The project was filmed in first-person by real Air Force pilots on exercise, and took over a year to capture, making the end result as close as you can get to the journey to become a Fighter Pilot, without leaving the ground.
Says Ben Coulson, chief creative officer of Y&R Australia/New Zealand: “Behind the Visor is by far our most comprehensive interactive project yet. Part film, part first person game, part interactive documentary & recruitment website. Every element was developed inside GPY&R and I think it beautifully represents our capability as a modern integrated agency.”
Says Matt Farrugia, digital director: “Behind the Visor offers an immersive, unique and engaging experience with story telling at the core. The journey unfolds with video and interactive challenges, all to excite ambitious prospective candidates. It’s a sleek HTML5 project, made from 50,0000 lines of code, delivered entirely through the browser, making it super quick to load for a great user experience.”
Client: Defence Force Recruiting
Product: Australian Air Force
Air Force Marketing Manager: Kate Mathias
Air Force Senior Marketing Officer: Tim Bowden
Agency: GPY&R Melbourne
Chief Creative Officer: Ben Coulson
Head of Digital: Matt Farrugia
Head of Planning: Tom Ward
Senior Art Director: Paul Meates
Art Director: Nicholas Sellars
Copywriter: Alex Wadelton
Copywriter: Katie Britton
Producer: Sheridan Bott and Luisa Peters
Group Account Director: Julian Bell
Account Director: Alice Mason
Account Manager: Sally Borda
Digital Producer: Jess Krt
Designer: Kota Matsuda
Lead Developer: Dilshan DeSilva
UX: Luke Tellefson
DEV: Stephen Nolan
DEV: Yu Tian
DEV: Chris Upjohn
Editor: Bill Irving
Sound production: Paul Baxter, Risk Sound
Production company: Jungle Boys
Post Production: Fin
Grade: Method
18 Comments
That is fuck’n Radness!!!
That just made my effort on this car retail ad feel pretty lame. And I thought I was cool, going on a car shoot in Martin Place.
This is the really cool shit, I want a job at GPY&R so I can fly freak’n jets!
I don’t understand what that tech guy is talking about in the BTS film, but it sure sounds and looks impressive.
I want to be one – sold!! As if the job could have been made cooler, but it has
I want to fly jets!!
Damn you GHPY&R creatives!
Ahhh – my dream came through! I always wanted to be in a fighter jet.
Wow, that’s really good. If that doesn’t get a kid excited about being a pilot nothing will. (Inserts obligatory “you can be my wingman” comment)
Boom boom pow.
I love it when GPY&R release an ad. Not for the work mind you, but for the gratuitous and hilarious self-commenting from their staff.
Lovely – Well done!
It’s like they have all been given the same script.
Or maybe it’s just one person with little imagination.
Right, now that I’ve finished reading the comments I should probably watch the ad.
@awesome sign that people are proud of the work and are having a good time – What’s wrong about that?
Design = great
UX = great
Code = great
Content = out of this world!
Very impressive digi job.
Rubbish. Utter sh*te.
nice one guys – another winner! x
Congratulating yourself on the lesser stuff just makes you look silly.
we were looking at this in london and presented it to a client for benchmarking, it ticks all boxes and is bloody sexy. well done gpyr. this is the most epic of campaigns we’ve seen lately there’s really nothing like it. big ups.
Just completed it. Took over an hour of mixed experiences to do it and it was not easy.
If you bother to actually do it, he whole project is A grade!!
Great interaction, smartly built, beautiful user experience, and amazingly deep inside look at what it is like to fly jets in the airforce.
One really good design element is that the entire project is mapped out on real google earth maps, so you are doing stuff with the real instructors on the actual bases.
Seriously impressive digi stuff. no one is making work this big or cool right now.
Very very well done.