The Work 2021 Contenders: VMLY&R Melbourne

May 13 2021, 12:27 pm | BY Ricki Green | No Comments

Campaign Brief recognises and showcases the great work that is being produced in the region with The Work 2021 Contenders…


Defence Force Recruiting: Lost in Translation
VMLY&R Melbourne
The Navy needed to recruit Cryptologic Linguists, who intercept and translate languages. But many people think it’s a role that will eventually be replaced by A.I. So, we used A.I. to prove that the Navy needs humans. ‘Lost in Translation’ is a campaign that got the world’s most popular A.I. to translate well-known phrases, movie quotes and music lyrics. Then, we highlighted the mistakes. After a month in market, applications were up 1140% year-on-year and all roles were filled.


OzFish: Focus on our Waterways
VMLY&R Melbourne
To accelerate recreational fishing communities’ involvement in fish habitat restoration, we flipped the cliched ‘grip and grin’ photo of an angler and their catch by using imagery that has the waterways in focus instead of the fish. The campaign was launched by breaking a 50-year-old tradition and displaying a blurred photo on the cover of Australia’s most popular fishing magazine, Fishing World.


Defence Force Recruiting: The Mission
VMLY&R Melbourne
Submariners have one of the most exciting, yet classified roles in the Navy. To recruit future submariners, we created The Mission — a text-based web game that simulated the excitement and drama of working onboard a submarine, without showing any Navy secrets. We kept an audience of 15,000 users engaged for an average of 26 minutes, with 25% of players returning to replay the game.

 

The final entry deadline for Campaign Brief’s The Work 2021 is Monday May 17. Entries are FREE with only an acceptance fee charged for those that make the cut. See full details and enter here… If your agency has entered The Work and would like to showcase your best work in our Contenders series email ricki@campaignbrief.com.